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Hot Pockets FY19 Media Plan - Battle of the Interns Winner
- 1. powered by FY19 Media Plan Prepared by Yasmine Khorowshahi Lindsey McKone Troy Miller Kris Nguyen Julia Petkevicius
- 2. powered by Brief Timeframe Target Create an innovative media plan that will ensure that Hot Pockets is the first unique, healthy choice for afterschool snacking. Q1 – Q4 2019 with key rotations: New Year Dec 1st - Jan 5th School’s Out Jun 1st - Jul 31st Back-to-School Aug 1st - Sep 31st Budget $20.5 MM in Net Working Media General Market W25-54 Hispanic Market W25-49 with children A6-17 & HHI <$100k
- 3. 2019 MEDIA CAMPAIGN DeliciousJUST GOT STRONGER
- 4. 2019 MEDIA CAMPAIGN DeliciousJUST GOT STRONGER To the super mom who strives to be the CEO of the household, Hot Pocket is the ultimate healthy, affordable, and convenient afternoon snack with 10g of protein and real cheese that fuels her children’s growth and satisfies their appetite.
- 5. WENDY, 42 SOFIA , 39 • Single mom with a corporate job • Her son Sam (14) is in middle school and plays in the marching band • Is a fan of the frozen food aisle • Married with a part-time job • Leo (7) and Laura (12) play sports • Lily (17) is in her high school dance team • Packs lunches for her kids everyday MEET OUR MOMS
- 7. ATTRACT & DELIGHT EDUCATE & INTRIGUE LEVERAGE INTENT DRIVE PURCHASE REPOSITION & CREATE DEMAND CAPTURE DEMAND OBJECTIVES Capture the attention of the mass Drive top-of-mind awareness Generate conversations and WOM Entice and engage with key targeted moms Reaffirm Hot Pockets’ deliciousness & convenience Reposition Hot Pockets with new nutritional value Identify and capture online and offline behaviors Drive intent and consideration among moms Direct traffic to Hot Pocket’s owned media ACTIVATIONS Drive conversions for moms: - who have purchased or searched for HP or similar products - who have been exposed to upper funnel media
- 8. CABLE & BROADCAST TV 24.4% 19.5% 19.3% 18.5% Reach = % reach within targeted demo Source Gfk MRI Doublebase 2017. Base is W25-54, kids 6-17, HHI <$100k GMA 5.2% reach Modern Fam 9.8% reach Today Show 3.7% reach The Voice 6.8% reach EAM 16.8% reach Prime 10% reach EAM 20.4% reach Prime 10.3% reach Cable $8M Broad $2.8M SP $2M 155 120 12.3% 26.7% 24.4% 19.5% 161 123 124 139 138 121 Index = % of viewers who are more likely than gen pop to be W25-54, with kids 6-17, and HHI <$100k Index ATTRACT & DELIGHT 15.9% 16.6% 12.3% 26.7% Reach
- 9. CABLE & BROADCAST TV New Beginnings, New Hot Pockets BEGINNING OF YEAR BEGINNING OF SUMMER Q1 & Q2 ATTRACT & DELIGHT
- 10. CABLE & BROADCAST TV Q3 & Q4 BACK TO SCHOOL NEW YEAR ATTRACT & DELIGHT Back to School Snacks Made Easy
- 11. CONNECTED TELEVISION Source Modi Media Proprietary Information Linear TV is declining, but time spent with video is still rising due to consumption on other devices SHIFTING EYEBALLS REACH EXTENDER Reach heavy SVOD viewers and cord-cutters who are not being reached by linear TV buys HIGH IMPACT Ads are 100% viewable, non- skippable and often co-viewed ATTRACT & DELIGHT
- 12. CONNECTED TELEVISION Source Modi Media Proprietary Information ComScore ATTRACT & DELIGHT
- 13. 92.6% 22% Women 25-54 are RADIO (GENERAL MARKET) Source Nielsen Audio Today 2018 Gfk MRI Doublebase 2017 35% reach for W25-54 Brand awareness lift with radio companion ad more likely than general population to be Heavy Primetime Radio listeners (Appendix 1D) Radio complements TV like night and day Streaming 15% 48% 21% Top Programs Ryan Seacrest, Bobby Jones, Steve Harvey, Delilah, Kid Kraddick ATTRACT & DELIGHT Wendy’s Listening Habit 80.2%listens to Terrestrial Radio
- 14. Sofia’s Listening Habit RADIO (SPANISH LANGUAGE) Source Nielsen Audio Today 2018 42M 47% Hispanic consumers use radio Reach for HM25-49 78%listens to Terrestrial Radio Mexican Regional is the top format with 18.3% share 29%more likely than general population to be Heavy Primetime Radio listeners (Appendix 1D) Hispanic women 25-49 are Streaming 14% 52% 13% Top Programs Live DJs Enrique Santos Raul Molinar Caria Medrano Andres Maldonado Raul Brindis Alex Sanchez ATTRACT & DELIGHT
- 15. RADIO :15 sec live reads on programs geared towards W 25-54 and HM 25-49 PEOPLE TRUST RADIO PERSONALITIES REACH MOMS THROUGHOUT THEIR DAY EAM Radio 6-10A Evening 3-7P Morning & Evening Commute Streaming RadioWorkday ATTRACT & DELIGHT
- 16. has worked with has worked with has worked with INSTAGRAM INFLUENCER Source Nielsen The New York Times 92% 5000 51% trust recommendations from individuals over brands ads seen daily by an average American marketers report that they acquire better customer through influential EDUCATE & INTRIGUE Appendix 4A Appendix 4B Appendix 4C
- 17. Source Fullscreen’s Playa Internal Database // Influencer Self-Info INSTAGRAM INFLUENCER Cost / post (@kcstauffer) $50,000 Frequency 1x per flight period Gtd Weekly Impressions 1,600,000 Begin of Summer 6/10, 6/17 , 6/24 Back to school 9/2, 9/9, 9/16 New Year 12/31, 1/7, 1/14 * Influencer gtd impressions are based on 40% of # of followers End of Summer 8/5, 8/12 , 8/19
- 18. - Reach up to 80% of the 23M moms 25-54 who are active Facebook & Instagram users (Appendix #) - Build intrigue and educate moms about nutritional value through appealing and dynamic social content PAID SOCIAL • Total Audience Size: 23M • CPM*: $7.00* • Reach %: 80 • Frequency: 2x daily • Total Spend: $105,000 • Flighting: 1/1-14; 12/16-31 OBJECTIVE: REACH ($105k) PRIMARY KPI: UNIQUE REACH BEGINNING OF THE YEAR • Total Audience Size: 23M • CPM*: $7.00* • Reach %: 80 • Frequency: 2x daily • Total Spend: $125,000 • Flighting: 5/29 – 6/24 OBJECTIVE: REACH ($125k) PRIMARY KPI: UNIQUE REACH BEGINNING OF SUMMER • Total Audience Size: 23M • CPM*: $7.00* • Reach %: 80 • Frequency: 2x daily • Total Spend: $150,000 • Flighting: 7/29 – 9/23 OBJECTIVE: REACH ($150k) PRIMARY KPI: UNIQUE REACH BEGINNING OF SCHOOL YEAR EDUCATE & INTRIGUE *CPM is based on industry average for products in comparable category. It varies depending on ad efficiency and audience relevancy
- 19. ACTIVATION #PocketStrength National Activation Partner Source On Board Experiential Marketing Cesar Cabrera $450,000 $400,000 $200,000 $950,000 based on a 14-week activation Labor Equipment & Transportation Marketing Fees Los Angeles LA Fair Aug 31 San Diego SD County Fair Jul 4 Houston Great Texas Festival Jul 28 Atlanta Glover Park Concert Series Jul 30 New York SummerStage Aug 22 Orlando Florida Kids & Family Expo Aug 18 EDUCATE & INTRIGUE
- 20. WHERE KIDS ARE ACTIVE Associate HP with sports and outdoor activities Position HP to mom as the perfect snack to fuel their children’s growth LITTLE LEAGUE TOURNAMENTS Region Great Lakes Mid Atlantic Widwest New England Northwest South East Southwest West Dates Aug 5-11 Aug 5-11 Aug 5-11 Aug 5-11 Aug 5-11 Aug 3-8 Aug 2-8 Aug 5-11 Location Westfield, IN Bristol, CT Westfield, IN Bristol, CT San Bernardino, CA Warner Robins, GA Waco, TX San Bernardino, CA Activate at regional tournaments and be ready to fuel the hungry and active kids with free HPs NATIONAL CHAMPIONSHIP Williamsport, PA Aug 16-26 Source Little League Official Tournament Site National Activation Partner ACTIVATION #PocketStrength EDUCATE & INTRIGUE
- 21. Jan 1: full page Jan 7: full page May 27: full page Jun 3: full page Aug 12: full page Sep 2: full page Jan 1: full page Jun 3: full page Aug 12: full page Sep 2: full page PRINT People W25-54: 22.5% Reach HW25-54: 22% Reach Total Reach: 44.3% People en Español W25-54: 8% Reach HW25-49: 25.7% Reach Total Reach: 33.7% Source Internal GroupM Print Rate (Appendix 1A) People MRI 2017 EDUCATE & INTRIGUE
- 22. DIGITAL: ONLINE VIDEO LEVERAGE INTENT FULL-EPISODE PLAYER (FEP) YOUTUBE & PROGRAMMATIC
- 23. DIGITAL: ONLINE VIDEO LEVERAGE INTENT YOUTUBE & PROGRAMMATIC • Estimate CPV*: $0.20 • Gtd views: 1,750,000 views • Total Spend: $350,000 • Flighting: • Correspond to Cable TV • See media plan for details OBJECTIVE: REACH ($350k) BUY METHOD: CPV (cost-per-view) YouTube TrueView Non-Skippable • Avg CPM*: $20 • Impressions: 42,500,000 imprs • Total Spend: $850,000 • Flighting: • Correspond to Cable TV • See media plan for details OBJECTIVE: REACH ($850k) BUY METHOD: CPM (cost-per-1000) FEP from Linear Networks HIGH IMPACT Ads are non- skippable 100% viewability RELEVANT Target users who have searched for Hot Pockets or competitor’s / similar category products *CPV varies depending on keyword effectiveness, audience relevancy, etc. REACH THE UNREACHED OF LINEAR TV Busy moms who don’t watch linear TV will prefer to watch their favorite shows online FULL-EPISODE PLAYER (FEP)
- 24. DIGITAL: PAID SEARCH EDUCATE & DRIVE PURCHASES Educate moms about new nutritional value Drive direct online purchases on hotpockets.com STRATEGIC PAID KEYWORDS lunch snacks, hearty snacks, snacks for kids, afterschool snacks, kids lunch, snack boxes, protein snacks, nutritious snacks, etc. LEVERAGE INTENT
- 25. DIGITAL: PROGRAMMATIC DISPLAY THE ONES LOOKING REACH MOMS EFFECTIVELY THE ONES LIKELY TO SWITCH THE ONES WHO (ALMOST) GOT AWAY OBJECTIVES ACROSS THE FUNNEL • Educate moms about new nutritional value • Increase consideration through online traffic • Drive purchases through online sales Precise keyword targeting to reach moms who are actively searching for lunch snacks or delicious treats for their kids Using data partners BluKai and eXelete to reach moms who love getting frozen foods (from our competitors) and other parameters Retargeting using pixels on owned media allows us to give the moms who (almost) bought Hot Pockets a gentle nudge LEVERAGE INTENT
- 26. INCREASING RELEVANCY STAND OUT FROM THE CROWD CAPTURE UNPLANNED PURCHASE DECISIONS 1 SHOPPER MARKETING a WPP agency Source GMA/Booz & Co. Survey of CPG Manufacturers & Retailers 2016 2 3 68% store purchases are unplanned 3 DRIVE PURCHASE
- 27. 1ST-MOVER ADVANTAGE Hot Pockets will be first advertiser in its category to launch in this new ad offering from Amazon 27 DIGITAL: AMAZON AD HIGHLY TARGETABLE Set to target moms who are actively searching for lunch snacks, healthy snacks, after school snacks, quick bites, lunch for kids, etc. STRONG IMPRESSION Customized brand videos on Amazon receives .45% avg CTR and 70% completion rate Source Amazon Advertising Internal Pitch // Appendix # DRIVE PURCHASE
- 29. ACKNOWLEDGEMENTS This presentation was made possible with the support and guidance from the following Chandler Clarke Negotiator Midas Exchange Taylor Wood AD, Radio GroupM Vicky Suarez Planner Wavemaker Dave Fernandez Manager Midas Exchange Paul Rapisardi Planner, Hot Pockets MetaVision Amy Dweck Buyer, Hot Pockets Midas Exchange Natalie Pensak Buyer, Hot Pockets Midas Exchange Marissa Jimenez President Modi Media Sadie Kanner Manager GroupM Garett Winkler Director Modi Media Cynthia Hack Director, L’oreal Wavemaker Kim Vasey Director, Radio GroupM Mindy Welsh Director, Planning Modi Media Marlee Swedler Strategist, Digital Midas Exchange Bhoomi Shah Director, Research GroupM
- 30. THANK YOU!
- 31. APPENDIX
- 32. APPENDIX 1A: GroupM Internal CPP Guide Note This source material was provided to Snack Attack Media along with the Client Brief
- 33. APPENDIX 1B: TV MRI Report Source Gfk MRI Doublebase 2017. Base is W25-54, kids 6-17, HHI <$100k
- 34. APPENDIX 1C: Broadcast & Spanish-Language Source Cost per point (CPP) based on GroupM Internal Cost Sheet
- 35. APPENDIX 2: Connected TV ComScore Source ComScore
- 36. APPENDIX 3: Radio MRI Source Gfk MRI Doublebase 2017. Base is W25-54, kids 6-17, HHI <$100k
- 37. APPENDIX 4A: @mommyshorts Source Deep Social 2018
- 38. APPENDIX 4B: @kcstauffer Source Deep Social 2018
- 39. APPENDIX 4C: @familyfunpack Source Deep Social 2018
- 40. APPENDIX 5: FB/IG Total Audience Size Source Facebook Audience Insights Manager
- 41. APPENDIX 6: Amazon Ad Capability Source Amazon Advertising Pitch Deck