How to Build Brand Buzz with the VP Head of Brand of Papa Johns, Jaclyn Ruelle

Welcome to another episode of Scratch, where Eric is joined by the brilliant Jaclyn Ruelle, VP head of Brand @Papa Johns, the mastermind behind Papa Johns exceptional campaigns. Jaclyn unravels the secrets of creating a buzz around your brand and igniting captivating conversations among your consumers.

Together, they explore the art of truly understanding your customers and consistently delivering content that sparks their curiosity. Jaclyn emphasizes the significance of strategic communication methods, including new channels which are still growing, in establishing a robust online presence. Moreover, she sheds light on the concept of identifying your brand's "carrier pigeons" – the key individuals who can ignite a ripple effect of excitement and viral discussions.

They discuss various metrics to measure ‘talkability’  such as the "Impact ratio”, and  “Attention Score” - a valuable tool for evaluating campaign performance by considering factors such as engagement and media spend. She also talks about recognizing the need for a quick and decisive team to launch impactful campaigns, especially during major events like the Super Bowl. Additionally, they stress the importance of active listening and contributing meaningful insights to discussions, all while extending your brand's reach for a lasting impact.

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Watch the video version of this Podcast on YouTube 🎥.

Chapters:

(00:00) Intro

(04:00) A Challenger Brand you're really passionate about

(14:25) How do you start with 'getting a deeping understanding' your consumer?

(19:30) How do you decide what to say, where to say it, and when to say it?

(25:48) What metrics do you look at to understand whether or not you're driving 'talkability' around the brand?

(34:02) Is there a case study that you can point to about driving buzz?

(42:48) Lightning Round

"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. 

In every episode Eric interviews the CMO of some of the worlds biggest or fastest-growing brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success. 

Find Jaclyn on Linkedin.

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Find Eric on LinkedIn and tweet him @efulwiler. 

Say hi at [email protected], we’d love to hear from you.

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024