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HD Loves Honey Bees Presentation

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This presentation describes how haag

This presentation describes how haag

Published in Business , Technology
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  • 1.
  • 2. Presented By:
    Erica Campbell
    Kevin Hawkins
    Daniel Sallerson
    Jasmine Stewart
    • Save The Honey Bees
  • Stung by lack of relevance with consumers, Häagen-Dazs tapped Ketchum to create HD loves HB
    “a honey of a campaign”
    • Connect with consumers in authentic way
    • 3. Maintaining HD’s philosophy
    • 4. Raise awareness of under-reported yet critical cause
    (Colony Collapse Disorder)
    • Reignite consumer passion & boost annual sales growth
  • HELP
  • 5. Research
    • Ketchum and Häagen-Dazs used focus groups
    • 6. “We’re in this together”
    • 7. Strategy: ADVOCATE, RAISE AWARENESS, ENGAGE
    • 8. Public: men and women ages 35-54 with children, are active, have an affluent urban or suburban lifestyle
    • 9. What they found: HD consumers care about what they eat, and where it cam from
  • Action
    • Häagen-Dazs plan “create an emotional connection”
    • 10. Create an engaging relatable campaign
    • 11. 40% of the flavors come from plants that are pollinated by honey bees
    • 12. Become the first to advocate for the “save the honey bee” cause
  • Communication
    • Donating to Penn State & University of California Davis
    • 13. Launch of new flavor “Vanilla Honey Bee”
    • 14. Getting credible scientist involved
    • 15. “Media Multiplier”
  • Evaluation
    • Return on investment
    • 16. Measurement of Message Exposure
    • 17. Measurement of Audience Awareness
    • 18. Measurement of Audience Action
  • Analysis
    • Original Effective & Innovative
    • 19. Interactive and Creative
    • 20. Raised Awareness for an Obscure cause
    • 21. Was centered on helping, not just profiting
    • 22. A “bee-utiful” campaign
  • Join The Cause
    Make Your Own Bee
    • Do The Honey Bee