"Just Like Homemade" Social Video Recipe for Success

Aunt Jemima Frozen BreakfastHow Social Video Brought An Underdog Brand To Life

Aunt Jemima Frozen Breakfastfaced some serious challenges.> Limited awareness and recognition> Small market share (regional product distribution – only stores east of the Mississippi)> Limited budgets

They came tosome difficult conclusions.> Could not compete with Eggo on their terms> Budget did not exist for full-fledged traditional ad campaign> The product lacked a unique selling proposition, and there was nothing to differentiate it> Some major changes would have to be made

A decision was madeto fundamentally change the product.> Connect with the people that made the product every day at the plant> Strip out all artificial ingredients> Create a more wholesome, honest product to which people would naturally respond

Consumers gave us a nugget of insightthat couldn’t be ignored.Once people SAW how the products were actually made – with realingredients, by real people and flipped on a hot griddle just like thepancakes mom makes at home – they had a higher intent to purchase. It was an AH HA! Moment.

Our approach wasequally bold and unorthodox.> The program we envisioned would have: NO NO NO NO NO NOscript actors actors copywriter art creative director agency

“Live from the Line”would be a genuine, heartfelt message from the peoplewho made Aunt Jemima Frozen Breakfast every day.> Shot on location at the Tennessee plant> A competition to select the workers to become the face of the brand> Jun Group was brought onboard to develop the content and the distribution strategy

We worked with Weber Shandwick and thebrandto create a series of original videos.> Varying lengths from :30s-1:20> All featuring the selected plant workers> Shot with the “Obama Girl” director and crew

Optimediawas put in charge of the overall digital campaign.> Pre-roll> Display> Editorial placements

Given the limited budget,the social component was at the heart of the program .> Deliver a large number of opt-in views> Specifically target moms east of the Mississippi> Generate sharing, Facebook visits, and other earned media> Track everything in real time and optimize on the fly

The challenges:> Generate millions of opt-in views of long-form content> Target moms (with an African- American skew)> Place the videos in brand-safe, relevant environments> Limit the scope to certain areas of the country

The solution:> Placements in the leading social games, such as Mall World, It Girl and Happy Aquarium • 53% of Facebook users login specifically to play social games • Over 290MM people regularly play social games (19% say they are “addicted”) • 88% of mothers say they are most likely to use social media to engage with brands in categories of food and recipes • 55% of people playing social games are women • The “death of daytime television” is due in large part to social gaming on social media sites such as Facebook, with middle aged women being the primary user

The social exchange model. • Americans are expected to spend over $2.1 billion this year on virtual goods • Spending on virtual goods has increased 245% since 2007 • Total global spending on virtual goods is estimated to be more than $7.3 billion

Reaching consumers on their terms

Providing the tools for earned media

We also distributedthe Aunt Jemima videos on mobile devices. Videos play full screen “Brand in the hand” at key moments Interactive player promotes social activity

The campaignwas a resounding success. 238,000 Facebook likes 10.4MM video views 138MM 100% media impressions positive/neutral earned messaging

Some additional insightsabout the social portion of the program.> 99% of users completed the video> 77% of the audience was female> 83% of total users were 25+

Thank you! Brandi Unchester Mitchell ReichgutBrandi.unchester@pinnaclefoods.com mitchell@jungroup.com

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"Just Like Homemade" Social Video Recipe for Success

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"Just Like Homemade" Social Video Recipe for Success Presentation Transcript