The document discusses emotive-based targeting and how Twelvefold Media used it to help Ritz with a campaign called "Battle of the Toppings." Twelvefold identified two key target audiences - those seeking game day recipes and social gamers. They created content to emotionally engage these audiences and get them to vote in the contest. The campaign was successful in raising awareness of Ritz as a game day snack and driving engagement on Facebook. Twelvefold recommends future opportunities targeting game day recipe seekers before big games and leveraging social gamers' engagement.

1. Dave Hills, CEO
dhills@twelvefold.com
@twelvefoldmedia

2. How Do We Hit the Target Audience?

3. Behaviorial Targeting
Understanding where audience has been to
anticipate where they’re going

4. Emotive-Based Targeting
Understanding where the audience is right now

5. How Emotive-Based Targeting Works
Influential Content Audience Intent
In Real-time

6. The Result?
Advertising that makes an emotional connection
with targeted, highly engaged audiences

7. A Case Study
Ritz: Battle of the Toppings
& Twelvefold Media

8. Ritz Battle of the Toppings
Campaign Goals
• Raise awareness of Ritz as a “Game Day” snack
• Drive engagement with Ritz brand through
“Battle of the Toppings” Challenge
– Vote on Facebook for favorite Ritz Topping and enter
to win $50,000
– Encourage voters to share on their social
networks, rally their friends to join their team

9. Target Audience
Ritz provided Twelvefold with specific insights:
Target consumer is:
• Women 35 – 54
• Values individualism
• Competitive spirit
• Savvy in the digital space

10. Twelvefold Targeting
• Created content targets to capture precise consumers
• Emotionally connect these consumers with Battle of the
Toppings Challenge and engage them to vote:
– Game Day Recipe Seekers
– Social Gamers and Social Media Sharers

11. Twelvefold Targeting
Game Day Recipes - Content Target:
• Those planning for game day
• Excited about the “big game”
• Seeking information and recipes for game day parties
• Avoided content focused on wings*
*Key Insight: popular topic associated with Game Day
Recipes was wings, and this was outside of Ritz target goals
• Strategic need to target consumers looking for
party snacks more relevant to Ritz brand, and not
wings

12. Twelvefold Targeting
Social Games and Sharing - Content Target:
• Those seeking content around Facebook games
• Enthusiasm for social games
• Flash games*
*Key Insight: Flash games indexed higher than expected as
a top topic, inline with Facebook gaming content
• Opportunity to target consumers excited about
both Flash games and Facebook games

13. Execution
Video
Interact with
other teams
Join your
team
Recipes
Engage
On Facebook

14. Execution
Review teams
Rally Friends
Talk Trash
Play Online Get Recipes
Pick a team

15. Content Alignment

16. Content Alignment
delicious go-to
recipe for parties!
Easy & Delicious Party
An easy recipe is
Recipe!
important… Bubble Shooter Flash
Fun and Addictive
excellent graphics
…the challenging
levels have a lot to
do with a game’s
popularity…
NASA has
NASA Releases First launched the first
multi-player Game Day Snack
Multi-Player FB Game
online, Faceboo Recap
k game
planned for a
savory popcorn
snack…to go all out
and put on a football
worthy spread

17. Results
Awareness
• Study showed Ritz as the most
recognized brand among target
audience in 30 day recall
• Week of January 29 (mid-campaign)
saw highest ever activity on
Facebook Page
Engagement
• Ritz Facebook Fans grew 32% during campaign
• Video Completes were 126% above industry benchmarks
• Twelvefold Touch engagement was 240% above industry
benchmarks
• 20K users engaged with Battle of the Toppings in less than
one month
• Ritz-branded content was shared over 10K times

18. What We Learned…
Game Day Recipe Idea Seekers:
 Engagement spikes days before game day
around recipes and planning
 “Easy Recipes” the top topic in 2012
Social Gaming Enthusiasts:
 Very engaged, responding to calls to action, and
always on the lookout for latest games
 Top topics change frequently with game trends

19. Future Opportunities
Two primed always-on target audiences for Ritz
Game Day Recipe Ideas:
 3 days leading up to big games
constant opportunity to target Ritz
messaging
 Follow top topics as they change, i.e.
“easy recipes”
Social Gaming:
 Great target for driving engagement for
Ritz with a social gaming relevant
message
 Consistent volume and evergreen
opportunity with top themes changing
frequently

20. Dave Hills, CEO
dhills@twelvefold.com
@twelvefoldmedia