Social Media Success Stories: Macbarbie07 &

Applebee’s Under 550 Campaign

By: Bri Dotson

SOCIAL MEDIA: YOUTUBE

• YouTube is a video-sharing website

• Founded by Steve Chen, Chad Hurley and Jawed Karim in 2005 of Februrary

• Brought to Google for $1.65 billion in 2006 of November

MACBARBIE07

• Bethany Mota

• “Beauty guru”

• Outfit ideas, makeup and hair tutorials, and DIY ideas

• Started YouTube when she was 15

• From the comfort of her own home in California

YOUTUBE

• Account was created on June 8, 2009

• Successful and interesting videos

• Over 8,000,000 subscribers

• About 700,000,000 channel views

SUCCESS WITH FASHION

• Partnered with JCPenney and Forever21

• Launched a clothing and accessories

line with Aeropostale in 2013 of December

OTHER SUCCESS

• Dancing with the Stars – Season 19

• Guest judge in season 13 of

Project Runway

• Released a single, “Need You Right Now”

in October of 2014

Applebees

• Applebee’s is the largest casual dining chain in the world, with locations throughout the U.S and many countries worldwide

Facebook

• A popular, free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues

UNDER 550 CAMPAIGN

• Used Facebook to promote it’s lower-calorie menu range

• Over 6,000,000 likes

• 14,000,000 visits

RESULTS

• 3% increase in sales

• 3x return on investment from Facebook Ads

• 29,000 responses to Poll Ads

SUCCESS

• “We were really pleased with the overall results of the campaign. Facebook is just a great place for Applebee’s to connect with our guests and raise awareness for our latest menu items and specials offers”

• -Bell Leibengood, Executive Director National Marketing, Applebee’s International

Resources

• https://www.facebook.com/business/success

• https://www.facebook.com/pages/Bethany-Mota/153789846425