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Viacom x Popchips Partnership 2018
- 4. target snackers women 25-50 “busy balancers” health-conscious “people, mostly women, who love chips, splurging, and having fun with their food but who also care about what goes into their bodies and are willing to hit the gym later to work off any extra calories if they are so inclined.” - marc seguin, popchips cmo • based in playa vista, ca • founded in 2007 • products popped (non-fry) potato chips • agency 18 feet rising (creative) goodstuff (media) media spend 2014: $4.2M source: kantar $2.57M in spot tv $720,978 in cable tv $389,380 in network tv FY15-3Q17: $351.5K $192,604 in spot tv $47,050 in mobile internet $29,178 in online display / video
- 6. target snackers women 25-50 “busy balancers” health-conscious “people, mostly women, who love chips, splurging, and having fun with their food but who also care about what goes into their bodies and are willing to hit the gym later to work off any extra calories if they are so inclined.” - marc seguin, popchips cmo ` • agency zambezi, los angeles • media print, outdoor • launch sep 2012 think popped! popchips second campaign
- 7. ` • agency dandelion • media linear, digital, ooh • launch sept 2014 • aired on • the voice (nbc) • kuwtk (e!) • today show (nbc) • ellen (nbc) • bravo shows all the flavor, half the fat popchips third campaign (first tv campaign)
- 8. ` • agency 18ft rising • media ooh, social, digital • launch jan 2018 (uk), summer 2018 (us) • media goodstuff enjoy more popchips fourth campaign (current)
- 11. why 4
- 13. 1 fit women 25-50 “busy balancers” health-conscious 62/38 F 66/34 F 65/35 F 33y/o 37y/o 50y/o 29y/o 60/40 F
- 14. 1 fit women 25-50 “busy balancers” health-conscious 62/38 F 66/34 F 60/40 F 65/35 F 33y/o 37y/o 50y/o 29y/o 6 shows in top 20 for W18-34 Top 5 highest rated cable network among millennial and YA demos #2 among W18-49 and #3 in P18-49 High median HHI for digital ($92K) Tentpoles and originals excel with W18-29 (Artists of the Year, Broken Skull Challenge, DC Cheerleaders) NAN viewers are + 75% more likely to pay attention to what they eat (40% of viewers) VH1 viewers are + 57% more likely to pay attention to what they eat (36% of viewers) MTV viewers are + 62% more likely to pay attention to what they eat (37% of viewers) Source Nielsen MRI
- 15. 1 fit2 reach avg 2.3m total day among P18-49 (highest avg viewing of any cable tv group) 825m+ social following reaching digital talents + their fans 17 us networks ott / o&o / apps cable tv beyond linear social #1 share of viewing 1 out of 5 online population 50m+ households using vod 1 billion+ monthly in-stream imprs
- 16. we have grown major brands in the food & beverage industry 3 experience
- 17. IN-SHOW INTEG. CUSTOM CONTENT ON-AIR SPOT DAILY SHOW/CC 1.4M+ YT VIEWS 40%+ ENGAGE- MENTS MULTI-PLAT. CAMPAIGN SOCIAL INFLUENCERS MTV FANDOM AWARDS 28M+ ENGAGEMENTS 150M+ IMPRESSIONS 110%↑EARNED MEDIA VALUE PROD. PLACEMENT SOCIAL MEDIA INTEG. WORKAHOLICS/CC 4M+ IMPRESSIONS MAXIMIZE DIGITAL EXPOSURE DIGITAL CONTENT ON-AIR SPOT TVLAND 2M+ YT VIEWS NICK@NITE DIGITAL CONTENT EVENT SPONSORSHIP CC, VMA 2014, 2015 4M+ YT VIEWS FOR CC 45M+ TWEETS FOR VMA ‘15 3 CAMPAIGNS WITH VIACOM SOCIAL INFLUENCERS TRENDED 2X ON TWITTER we have grown major brands in the food & beverage industry
- 18. our strategies 5
- 20. just the right fit 1 VALUE EXCHANGE UNIT • Fans decide their own viewing experience • Choose between 30s interactive ad or a standard ad pod • After engagement, fans are rewarded with uninterrupted viewing experience • guaranteed engagement • customizable • 100% viewable • 100% share of voice for entire ad pod • $70k min attached • 35 business days 90M streams 9M uniques 66/34 female $90K med HHI 30M streams 4.1M uniques 63/37 female $79K med HHI 3.1M streams 1.2M uniques 68/32 female $92K med HHI
- 21. just the right fit 1 VALUE EXCHANGE UNIT • Fans decide their own viewing experience • Choose between 30s interactive ad or a standard ad pod • After engagement, fans are rewarded with uninterrupted viewing experience • guaranteed engagement • customizable • 100% viewable • 100% share of voice for entire ad pod • $70k min attached • 35 business days 90M streams 9M uniques 66/34 female $90K med HHI 30M streams 4.1M uniques 63/37 female $79K med HHI 3.1M streams 1.2M uniques 68/32 female $92K med HHI
- 22. drive sales everywhere 1 boost brand awareness 2 reposition the better-for-you category 3 maximize brand exposure to the target snackers educate target snackers what set popchips apart drive traffic to online sales channels generate demand to strengthen retail presence add a colorful and vibrant edge to the brand engage and create lifelong fans 4 create memorable brand association for popchips 1st strategy summary platforms: digital networks: MTV, VH1, CMT VAS product: value exchange unit timeline: late may – sept 2018
- 23. spongebob takeover 2 popchips star wars (sept 2017) • major IP deal • droid-shaped chips • outstripping the dollar velocity of other star wars- licensed items by 4x • popchips most successful launch and its 3rd best- seller
- 24. “What we found was that kids really enjoy having something that is kind of tactile and has a little bit of play value with it that they could pull out and look at and not only is it visually interesting, it obviously tastes great – so they are not just mindlessly throwing them back,” marc sequin, cmo • spongebob is universally loved by teens, kids, and adults alike • tie in with 20th anniversary in 2019 • mass media and marketing in place • theatrical movie in 2020 • boost brand awareness • leverage Viacom’s consumer product experience and connections to retail • spongebob-shaped chips popchips x spongebob (late july 2018 – end of 2020)
- 28. spongebob takeover 2 customized & sharable content drive high WOM and engagements
- 29. drive sales everywhere 1 boost brand awareness 2 reposition the better-for-you category 3 align popchips with a global icon and major social influencer drive traffic to online sales channels generate demand to strengthen retail presence add a fun and exciting edge to the brand engage and create lifelong fans 4 2nd strategy summary platforms: consumer product, social networks: nickelodeon group VAS product: social integration timeline: late july 2018 – july 2020 create memorable brand association for popchips generate sharable content and social media buzz
- 30. ratings success • 1.4m viewers s2 debut • led its timeslot (10p) • 0.94 ratings (f18-49) let’s get poppin’ 3 in-show integration + branded promo + episode sponsorship
- 32. let’s get poppin’ 3 MARTHA&SNOOP PODA: BROUGHTTOYOU PODB PODC PODA: POPCHIPAD TIMELINE MARTHA&SNOOP campaign summary 6x tagged promos on VH1 in-show integration + talent interaction 1x :5 brought to you by + 1x :30 slot pod a social amplification: 2x tweets, fb/ig posts + call to action to drive online traffic
- 34. drive sales everywhere 1 boost brand awareness 2 reposition the better-for-you category 3 align popchips with major social influencers generate demand to strengthen retail presence add a fun and exciting edge to the brand engage and create lifelong fans 4 3rd strategy summary platforms: linear, digital, social networks: vh1, mtv (social), cc (social) VAS product: social integration timeline: sept 2018 – oct 2018 create memorable brand association for popchips generate sharable content and social media buzz maximize brand exposure to the target snackers position popchips as market leader in this category
- 35. 1 2 3 FEB APR JUN AUG OCT DEC FEB APR JUN AUG OCT DEC FEB APR 2018 2019 2020 JUN CAMPAIGN (UK) CAMPAIGN (US)