Always on the hunt for ways to boost engagement, I noticed that lots of brands had been successful playing with fake accidental posts (Netflix got a lot of press for this tweet) and began thinking of ways we could play in this space for Dave’s Killer Bread. Enter the idea to stage an “accidental” Facebook Live stunt. Inspired by actual events, I developed the plan for a 30-minute live broadcast from the inside of my purse to the over 1M BreadHeads in DKB’s Facebook community. the goal being to capitalize on natural human curiosity to not only boost post engagement but form a deeper sense of community among the BreadHeads and humanize the brand.
Over 1K BreadHeads were glued to the inside of my bag in real-time as I hummed and whistled my way to work. As the anticipation mounted I knew our exercise in voyeurism was a success. BreadHeads were flooding the comments befuddled as to why they couldn’t stop watching a blank screen asking each other: 1) Who is she? 2)When is she going to realize? 3) WHO GOES THIS LONG WITHOUT CHECKING THEIR PHONE?!? Someone even meme’d the reveal! In the end, my “blunder” reached over 57K people with a 21% engagement rate. To close the loop on the “accidental” event, I shared a follow-up post introducing myself as the Community Manager and a coupon giveaway that was also a top-performing post. Fans still ask if we are going to do another live! Watch the whole thing here.
Special thanks to our amazing clients that trusted me enough to let me try something so wild and to the consumer affairs team who were inundated with calls begging to not let me get fired.