Category Archives: Digital Marketing

Favorite Digital Media Campaign In The Last 10 Years: Taco Bell App Launch

Background and brief

Taco bell took longer than its completion to launch their app, that enables customers to order through it. It meant that they risked lagging behind the likes of Chipotle. So they set themselves a target of having 2 million users so that they “caught up” to their competition and needed something innovative.

The Strategy

On the 28th of October in 2014, Taco Bell decided to turn off all their social media accounts off. That’s right, a blackout was their main strategy. The social media accounts only had one message that read, “The new way to Taco Bell isn’t on [whatever platform they used]. It’s #OnlyInTheApp”.

Taco Bells CMO, Christ Brandt said “We needed to do something right out of the gate that people would notice, and what better way to notice and drive people to the new way of taco bell than the black out?”

The Result

The campaign proved to be a success and they app managed to have over 300,000 downloads two days after the campaign was launched. They also managed to go above their download target by having a total of 2.6 million downloads in total, and also the number of impressions was 2 billion in three days.


Why I like it/lessons I learned

It was something out of the ordering. It made people curios, interested and fascinated by just being absent. It got people attention and they acted in a way Taco Bell had hoped. The demand was powerful.

Integration and knowing their audience was a key element

Tribal Conditioning and Online Brand Co-Creation

Tribal conditioning is an interesting term I came across reading an interesting book called The Sacred Ego: Making Peace with Ourselves and Our World. The term groups a wide range of habits that evolved during the tribal era that are still relevant in today’s society. Tribal era, lasting millions of years and playing a key role on human development makes it immensely powerful and compelling.

We are creatures of habit, and the older a habit is, the less willing we are to give it up.

Maslow’s hierarchy tells us that people tend to have an ‘inherent’ desire to belong and be an important part of something greater than themselves, and that great thing can be a brand. A brand can have to power to bring together people that share beliefs about the brand, and go beyond the role of consumer/brand relationship to create mutual value taking collective action. A group of people that not only believe in the brand, but promotes it too.

“with ubiquitous connectivity and devices enabling passionate experts to create influence and community, brands can tap into the streams of those empowered to publish in order to create mutual value”. – Lee Odden 

It is important to know what type of content communities really want so they can have a hand in creating it.

  • Identify, qualify and recruit influencer contributors.
  • Build relationships within the community
  • Create value for members who participate in the community
  • Be the liaison between the community and the company behind it all

#SaltBae: The ‘Salty’ Sensation Gripping The Nation (Viral Marketing)

Have you ever heard of the nickname Salt Bae? This nickname was given to a Turkish Chef and a restaurant owner, Nusret Gökçe, after his video of preparing an Ottoman steak with a ‘sprinkle’ of humor and peculiarity, I might as well add, literally broke the internet and social media as it went viral worldwide.

For those who have not seen his video, here’s one of them.

His video went viral in social media such as Twitter and Instagram.


Even now, his restaurant has gained a huge fame, attracting customers from different parts of the world and even celebrities!

Welbeck Salt Bae!


Mesut Ozil!


Leonardo DiCaprio


Ben Affleck wearing Salt Bae shirt


Word around in the social media is that he is planning on opening a restaurant in London!

This is what we call viral marketing. A viral marketing is part of a business strategy that utilizes the use of social media in promoting products and services. In the case of Salt Bae, he creates a video that is peculiar and funny which grabs the attention of social media users and they, in turn, would share this posts and videos among their circles.

Do you have a business that you want to grow and viral? Well, why not try your own version of Salt Bae? Perhaps, maybe you can become the next Chicken Bae!!


Please do leave your comment below if you have any interesting ideas to share!

From Ugly Duckling to Beautiful Swan

These days it’s not enough to have a website, a social media page is just as important. Social media is one of the most effective ways to market a product or brand. Research shows that 99% of top brands use social media (marketingtechblog, 2014). Let’s compare this photo from the Popes inauguration in 2005 compared to the Pope’s inauguration in 2013. There is a huge difference in the use of mobile devices.

If you are new to using social media for your business, here are a few tips to help you change your business social media page from an ugly duckling into a beautiful swan.

Use more than one: always use more than one platform. It’s not enough to have a twitter account without a Facebook page, as some people may have a Facebook account and not have a twitter page, and vice versa.

Consistency: post regularly as possible. Remember that quality trumps quality. Keep the information relevant and do not deviate from your brand message.

Focus on your customers: do not post only information about products or services that you offer. Instead, find and share information that your customers want to see and occasionally mix in your promoted content.

Engagement: use social media to interact with your customers. Respond to questions and complaints. Engaging your followers will make them feel like they are part of the brand.

I hope that you have found these tips useful! Remember to share your progress with me with #socialmediaswan

This blog is reproduced from 2016 by Folashade Onakoya