Earned is the most powerful media and ‘Experience-driven’ is the most powerful earned. Learn how the SodaStream “Fizz the Season” House Party reached nearly 5 million people, resulting in 181,000 hours of brand engagement and double digit brand lifts.

1. House Party & SodaStream
EXPERIENTIAL EARNED MEDIA: THE
FACTS, THE STATS, THE PROOF

2. Chris Maher
CEO
@ChrisMaher20
Chris.maher@houseparty.fun
Kristin Harp
US Marketing Manager
@SodaStreamUSA
kristinh@sodastream.com

3. The Facts and Stats
Chris Maher
CEO

4. 4
All Earned Is Not Created Equal
Experience-Driven Social Marketing:
Deeper Engagement for Stronger Advocacy & Bigger Lifts

5. Earned is the most powerful media
&
‘Experience-driven’ is the most
powerful earned
5

6. Experience-Driven Social
The Most Powerful Medium in the Mix
6
Deeper
Engagement
of In-Person
Experience
Stronger
Advocacy
Online
& Off
Bigger
Lifts
In Branding
& Sales

7. A Primer:
Earned Is the
Most Powerful Media
7

8. Earned Media Is the Most Trusted
29%
33%
33%
36%
40%
41%
42%
46%
47%
47%
47%
47%
50%
58%
58%
70%
92%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Text ads on mobile phones
Display ads on mobile devices
Online banner ads
Online video ads
Search engine results ads
Ads before movies
Radio
Newspaper
Billboards/outdoor advertising
Magazines
TV
Brand sponsorships
Emails signed up for
Editorial content (e.g., newspaper article)
Brand websites
Consumer opinions posted online
Recommendations from people known
Have some degree of trust* in the following forms of advertising
(April 2012)
Source: The Nielsen Company. 8

9. Earned Is the Most Powerful Media
Recommendations from personal acquaintances are the most trusted
form of advertising. (Nielsen)
75% of consumers don’t believe companies tell the
truth in advertising. (Yankelovich)
Recommendations are the #1 driver of consumer purchase decisions at all
stages of the cycle. (Keller Fay)
WOM customers have nearly twice the long-
term value. (Villanueva et al)
9

10. Experience-Driven Is
the Most Powerful Earned
10

11. Experience-Driven Social
The Most Powerful Medium in the Mix
11
Deeper
Engagement
of In-Person
Experience

12. In-Person Experience Generates
Deeper Engagement
12

13. More Time with Consumer per
Marketing Dollar Spent
Total Hours:
469,934
eCPM-30 seconds of
engagement:
$4.15
13
Hours of consumer engagement with featured brand during
a 5,000-party campaign, by type of activity

14. Experience-Driven Social
The Most Powerful Medium in the Mix
14
Stronger
Advocacy
Online
& Off

15. More Persuasive Advocacy:
More Credible & Passionate
15

16. More Far-Reaching Advocacy:
Experience-Driven Social Can Have Mass Reach
16
Unique people reached by, and typical CPMs of, select major media
Sources: The Nielsen Company, Google, Audit Bureau of Circulation
(CPM:$20) (CPM:$7) (CPM:$5) (CPM:$15) (CPM:$10)

17. Experience-Driven Social
The Most Powerful Medium in the Mix
17
Bigger
Lifts
In Branding
& Sales

18. 18
Bigger Brand Lifts

19. Experience-Driven Social
Generates Bigger Brand Lifts
19
Average Favorability, Advocacy-Intent, and Purchase-Intent of the
featured product, pre- and post-party, among party guests
30%
26% 26%
76% 76%
72%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Favorability Advocacy-Intent Purchase-Intent
Pre-Campaign Post-Campaign
155%
Lift 196%
Lift
183%
Lift

20. Lifts that Last Longer
20
Product knowledge, favorability and advocacy-intent of the featured product, among
hosts, guests, conversation partners and control, 6 months after a House Party campaign
Source: ChatThreads
34%
56%
10%
84%
93%
75%
70%
89%
60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Product Knowledge Favorability Advocacy-Intent
Control Partygoers Conversation Partners

21. “When I saw a
commercial for the
cooking creme,
I literally yelled out
loud and said, that's
the Philadelphia
cooking creme!"
21
Lifts in Marketing Receptivity
Post-Campaign Average: 69%

22. Bigger Sales Lifts
22

23. Test/Control Markets
Measure Sales Lift
23
Test Stores
Control Stores
Nielsen Matched panel design for a House Party campaign
Source: The Nielsen Company.

24. Test Stores Show Big Sales Lift
24
Sales of featured product, in test and control stores,
6 months after a 15,000 party campaign
Source: The Nielsen Company.

25. Millions in Extra Revenue for
Extremely High ROI
25
Millions in extra revenue for extremely high ROI
Percent of sales driven by House Parties 11%
Incremental gross revenue $6,803,706
Incremental gross profit $3,401,853
ROI in gross revenue (revenue/cost) $3.94
ROI in gross profit (profit/cost) $1.97
For every $1 the brand
spent, it got back:
$3.94 in revenue
$1.97 in profit

26. Keller Fay Talk Track Research
Validates Key Findings
After “need,” “good experience” sparks the most earned
Experience-driven earned is the most credible
Experience-driven earned sparks the most action
Pass along, Seek more info, Purchase
Over half of experience-driven earned contains strong
buy/try recommendations
26

27. Key Takeaways
Earned is the most powerful media, and
Experience-driven is the most powerful earned
27
Deeper
Engagement
of In-Person
Experience
Stronger
Advocacy
Online
& Off
Bigger
Lifts
In Branding
& Sales

28. The Proof: “Fizz the Season”
House Party yields sales for SodaStream
Kristin Harp
US Marketing Manager

29. Everyone loves soda…
but will they make their own?
Convince consumers that making
soda at home is:
• A great-tasting value
• Earth-friendly, eliminating
the lugging and storing of bottles
and cans

30. The key to our mission:
Changing consumer behavior

32. Welcome to the Party!

33. Seeing is believing…

35. The “Fizz the Season” campaign
had all the marketing elements bubbling to the surface

36. Everyone wanted in on the action!
Total applications: 59,377
• Women
• Age 25-55
• Have children age 9+
• Drink soda or sparkling water at
least once a week
• A mix of current/new
SodaStream users
• House Party website
• House Party database
• SodaStream social media
communities
• House Party social media
communities

37. Participants connected with SodaStream
and each other—on the House Party site

38. The Party Pack put SodaStream in
hands, homes and conversations—
creating memorable consumer experiences

39. National Party Dates:
November 17, 2012 and December 8, 2012
…

40. Homes Nationwide 2,000
Thirsty Partygoers 29,376
Unique People Reached 4,973,510
Total impressions 38,885,574
“Fizz the Season”
reached the masses

41. Hours of brand engagement 181,416
Photos posted 9,685
Facebook posts 174,458
Tweets 38,885,574
Opt-ins 38,590
“Fizz the Season”
engaged partygoers and generated trial

42. The campaigns delivered
double digit brand lifts
17
21
14 15 15
60
74 74
59 59
0
10
20
30
40
50
60
70
80
Familiarity Favorability Advocacy-Intent Purchase-Intent
(Machine)
Purchase-Intent
(Sodamix Flavors)
Pre-Campaign Post-Campaign
43pt
Lift
53pt
Lift 60pt
Lift
44pt
Lift
44pt
Lift

43. And best of all
all those recommendations drove sales

44. Chris Maher
CEO
@ChrisMaher20
Chris.maher@houseparty.fun
Kristin Harp
US Marketing Manager
@SodaStreamUSA
kristinh@sodastream.com