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Corporate Cartoon Cases

Barbara Liss Presents How Quaker Oats Hit the High Seas of Social Media

— November 14, 2011 — Pop Culture
In this video, Barbara Liss presents 'Quaker Oats: Hitting the High Seas of Social Media.' Have you ever wondered what happens to those beloved cartoon characters that convinced us as children to buy cereals with debatable nutritional value? Well the Cap’n is making it happen on social media for Quaker Oats -- Cap’n Crunch that is.

Apparently the Cap’n has a huge fan base of loyal cereal eaters that were chomping at the spoon to hear from the commander of Quaker on social media platforms. By no means did this cartoon cereal ambassador achieve a Twitter following of Bieber proportions, but in less than a year this iconic cereal officer did gain 3,840 followers on Twitter and 48,190 fans on Facebook. At the same time Quaker sales increased by 3-5%. Coincidence? Maybe. Or maybe Cap'n Crunch is finally pulling his weight.

What’s most refreshing about this presentation by Barbara Liss is her completely candid discussion of their team's approach to their very unique situation. With social media still in its infancy there are hardly any experts, and for once it’s nice to hear someone talk about their brand’s performance in the social realm while not pretending to know everything imaginable.

If you work in the field of social media and have time to spare, Barbara Liss' presentation is definitely worth a watch.

Implications - It's easy to forget the enduring emotional connection that people often make with brands and how when this relationship is properly nurtured it can translate into real results. Those loyal to a brand may not always be cheering for a social media presence to emerge, but it's important to take into account what customers want -- and not what businesses think they want.