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Outside Voices
VIP Dinner Sponsor
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Outside Voices Event Brings Sienna Farris To Denver
An attentive and intrigued audience at the NDAC Outside Voices Speaker Series on June 24th watched as Sienna Farris, Director of Social Media demonstrated the power of Social Marketing the way it’s done at StrawberryFrog, New York. That means harnessing Cultural Movements to increase your brand’s Social Currency. It all translates into quantum leaps of visibility, loyalty, passion and cultural belonging that create meaningful experiences around a brand. 
“At StrawberryFrog, we develop Cultural Movement strategies and communications for our clients. We start with insights based in research, or cultural anthropology, which lead to big powerful ideas. Ideas that engage people on an intimate and personal level, and inspire people to want to tell their friends.”
Think of it as Word of Mouth raised to the highest power imaginable.
“We look for ways to activate consumers, not broadcast to them. We align with an idea on the rise, create actions, environments, and social communities which draw people to the idea, go where the conversations are, and recruit outspoken advocates.”
At StrawberryFrog, they don’t forget mass media, but they can multiply its impact exponentially through social media, and make customer connections to brands far more personal.
One of several case histories to demonstrate this thinking in action was the True North story. Frito-Lay was searching for a new, more relevant way to break through in the adult snack category. They asked StrawberryFrog to identify, create and build a new nationwide Cultural Movement for a new nut snack directed to Baby Boomers over 50. StrawberryFrog’s research found that what is extremely important to this target is to create a legacy by finding their life’s One True passion. Their True North. They have a passion to make the world a better place, and a more interesting place.
Appealing to this importance to Baby Boomers, Frito-Lay named the nut snack True  North, and solicited inspiring stories from customers in newspaper ads and TV commercials calling on people to join a social community and talk about finding their life’s true passion, their True North story, sponsored by a brand whose passion is creating the world’s most innovative nut snack. After 4 weeks of promotion, 2,300 stories were posted on the True North website.
The most inspirational story would be made into a :60 commercial directed by Helen Hunt, and aired on the Academy Awards which True North sponsored, reaching 40 million people.
The winning entry was the story of Lisa Nigroe, whose passion was to create the Inspiration Café, a restaurant in Chicago dedicated to serving the homeless with dignity and respect.
True North customers are still being activated by this successful campaign, and aligning and identifying their passions with the True North brand.
Sienna believes in cultivating a deep understanding of consumer behavior and works to solve challenges for brands who want to be successful in this new social environment. Creating Cultural Movements is a new, extraordinary way to interact with consumers on an ongoing, very engaging, very involving basis.
Feedback:
"I greatly appreciated Sienna's candidness during her presentation. She was totally transparent, like any good social media advocate should be! She was happy to share her secrets of success, and graciously answered the audience's questions in an open and honest fashion. I've been to a lot of social media themed events lately, and Sienna's was definitely one of the most insightful and fun!"
Angie Pascal, Communications Manager, Location3 Media
"Sienna provided such wonderful insight into the current trends in social media and how to best leverage cultural trends when connecting with consumers. Best of all, Sienna was honest - admitting that no one has all of the answers regarding the evolving social landscape."
Lauren Hudson, Account Executive, Cactus
“Sienna has a great personality which comes out in both her social media examples and her approach to the space. She did a great job of sharing StrawberryFrog's process which is smart, creative and straightforward. Great Q&A session.”
Scott Esmond, Director of Business Development, red door interactive
"Sienna Farris's presentation on social media was fun, conversational, and informative – just like social media itself. While not claiming to offer any easy answers, Sienna deftly and entertainingly illuminated the nebulous world of conversational interactions between brands and the consumers that both love and hate them. Those who didn't attend really missed out."
Matt Chiabotti, Senior Art Director, Cactus
"The dynamic and fascinating social marketing conversation continued at the VIP dinner at Fogo de Chao. Sienna remarked at how engaged the audience was in the Q&A, which lasted almost as long as the presentation. I can’t imagine anyone leaving the event without learning something critically important about the power of social marketing and social currency.”
Lorelle Burke, NDAC President, President, Public Interest Advertising
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