Event | AAF + VML
“How to be Cool in Social Media Without Really (Looking Like You’re) Trying”

featuring Christina Miller and Matt Keck, VML
November 16, 2017

Design + Art Direction + Strategy + Event Management

Details: Christina Miller and Matt Keck are from VML, an ad agency in Kansas City, MO, and are the voices behind the popular social media accounts for fast food chain Wendy’s. They shared with attendees how they created a new brand voice for Wendy’s—by establishing a strong strategy and a steady brand voice. With a little added sass, they successfully created a culturally relevant social media presence to win over their target audience. They highlighted how #nuggsforcarter became the most retweeted tweet of all time and how they capitalized on an active audience to create amazing brand awareness for Wendy’s. 

Target Audience: Members, non-members, students and educators, along with social media and branding enthusiasts, freelancers, marketers, advertising agency and in-house creatives, and client and account services professionals. 

Methods of Promotion: We used a combination of email and social media promotions. Our emails are systematically planned out to establish a pattern that our recipients can depend upon. We sent out three dedicated event emails via Mailchimp. We sent out personal emails inviting members and past guests to the event. We also promoted the event via Facebook and Twitter, a Facebook event, paid boosted posts, and posting relevant articles and event reminders to our social platforms. The event was featured on AAFMontgomery.org, and Ticketleap event page to track RSVPs and sell tickets. The event was also sent out via third party newsletters and community calendars. The final form of promotion was the use of indoor digital advertising screens, supplied courtesy of one of the sponsors, Bell Media. We create art that is added to the rotation of ads on televisions in restaurants, bars, and more throughout the region to reach a wider audience that may not be exposed to our other communications.

Feedback Mechanism: A post-event survey link was provided via our website.  

Results: VML was by far one of the most successful Lunch & Learn events this club year. It was the most attended Lunch & Learn of the year and they renewed five memberships by the end of the lunch. Christina and Matt’s presentation was very well received and was highly interactive. After their presentation, they took several well-thought out and relevant questions from the audience.