1. Hillshire Farm Digital Strategy
SAUSAGE
Communication Strategy:
Convince her that sausage is
an easy and ideal solution
LUNCHMEAT
Communication Strategy:
Convince her that not all
Lunchmeats are the same
Create truly inspirational and engaging content that reaches Thoughtful
Providers wherever and however she is online.
Reintroduce
Make sausage
a familiar
ingredient
Inspire
Show her that
with sausage,
there are
endless dinner
options
Involve
Get her to
celebrate her
dinner
experience with
others
Introduce
Show her that
Hillshire quality
is better,
especially with
Simply
Break the tie
Assure her
Hillshire Farm is
the better choice
and worth
committing to
Encourage
Motivate her to
try Simply
Lunchmeat
Content will address specific product and segment communication tasks, and should be a
ubiquitous part of her online experience.

2. Hillshire Farm Digital Strategy
Digital Strategy: Build a focused digital ecosystem that complements our audience’s mobile-centric behavior and delivers engaging,
shareable content to her—wherever and whenever she is online.
Thoughtful Providers are online around 9 hours a day, and of
that, around 6 hours are spent on mobile devices. Mobile is an
integral part of her daily life and a key means to reach her.
Consumer behavior:
BROWSING
For most of the time spent online, she’s not looking for
anything specific. However, she is always open to recipe and
meal ideas
ACTIVELY LOOKING
We know she spends time online learning about food, and
sometimes, she knows exactly what she’s looking for. We
can not only help her find it, but provide her with a rich
experience
2behaviors
Content
Hillshirefarm.com
Content
Tumblr
Feed
Individual
Blogs
OWNE
D
EARNE
D
MOBILE should be considered a behavior rather than a channel, and all digital initiatives should be mobile ready.
1. Mobile optimized site with rich content around recipes, including video and social integration.
2. All social initiatives should be easily accessible from mobile devices.
3. Standard and rich mobile ads that lead to more interesting HF content
Channel Strategy: Focus on going Mobile, creating content (Social) and delivering it to her (Paid Social; Paid Media; Search)
SOCIAL
• Use always-on paid media to reach more users
with recipes, product information and content
• Create and seed richer social content through
blogger outreach that is stronger and more
share-worthy .
• Use offers and incentives to encourage purchase
during key product pushes through things like
Facebook offers
Role of Social Media Channels
Facebook – Shareworthy Community Hub
Twitter – Information Network and Advocate Vehicle
Pinterest – Inspiration and Education
YouTube – Demonstration and Education
Blog – Seed and share
SEARCH
• Understand keyword linguistics
• Implement stronger SEO for organic
search results, particularly around recipe
and lunchmeat-related searches
• Optimize site allowing for the most positive
Google scores
• Define highly relevant messaging that
addresses Thoughtful Providers at
different stages of the purchase funnel
ONLINE ADVERTISING
• Utilize advanced audience targeting
limiting waste and tracking real sales
• Implement innovative rich media to
support deeper engagement metrics
WEBSITE
• Stronger UX, campaign integration and a focus on shareable content.
• Richer product experience
• Introduce new products with content around its benefits & relevance to her
ONLINE VIDEO
• Re-target from the TV buy
(Nielsen data)
• Interactive video (VPaid) for
deeper engagement over
linear video.
• Use OLV to show her the
Hillshire difference & introduce
her to new products, eg.
Simply
What does this mean?
For Sausage: Entice her
with a recipe-related content
that shows her how flexible
an ingredient sausage can
be
For Lunchmeat: Provide her
with content that makes her
confident that Hillshire Farm
lunchmeat is a better option
for her and her family