adtech SF 2012 Online video case studies by Mitchell Reichgut
Aunt JemimaFrozen BreakfastHow Social Video Brought AnUnderdog Brand To Life
Aunt Jemima Frozen Breakfast faced some serious challenges• Minor brand, licensed from Quaker• Limited awareness and recognition• Small marketshare (regional product distribution – only stores east of the Mississippi)• Limited budgets
The brand sat down and considered the situation• Outspent and outflanked by a formidable competitor (Eggo)• Few points of differentiation• Limited resources• Limited time
They came to some difficult conclusions• Could not compete with Eggo on their terms• Budget did not exist for a full-fledged traditional ad campaign• The product itself was not special, and there was nothing to differentiate it• Some major changes would have to be made
A decision was made to 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 insight that couldn’t be ignoredOnce people SAW how the products were actually made –with real ingredients, by real people and flipped on ahot gribble just like the pancakes mom makes at home– they had a higher intent to purchase. It was an AH HA! Moment.
Our approach was equally bold and unorthodox The program we envisioned would have: NO NO NO NO NO NOscript actors sets copywriter art creative director agency
“Live from the Line” would be a genuine, heartfelt message from the people who made Aunt Jemima Frozen Breakfast every day• Shot on location at the Tennessee plant• A competition to select 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 the brand to 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
Optimedia was put in charge of the overall digital campaignTheir program featured:• 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 west 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 solutionPlacements in leading social games, such as Mall World, ItGirl, 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 isestimated to be more than $7.3 billion.