How Kool-Aid Used Facebook Market Research to Enable a Successful Product Release
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Kraft Foods used market research from LoudDoor to help Kool-Aid target its Facebook advertising for a new product launch. LoudDoor surveyed over 3,000 Facebook users who were fans of Kool-Aid or competitors to identify characteristics of Kool-Aid's ideal audience. They segmented this audience as female caregivers of children ages 3-10 who regularly purchase fruity drinks. LoudDoor also identified this audience's interests on Facebook to help Kraft target ads. Keywords from LoudDoor's research performed 2-4 times better than Kraft's existing keywords. Kraft continued optimizing its targeting based on audience metrics.
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How Kool-Aid Used Facebook Market Research to Enable a Successful Product Release
- 1. Kool-Aid Case Study: Using Facebook Market Research to Enable a Product Release Campaign
- 3. OH, YEAH! Reactivating a Brand for the Social Media Era Pivot Conference October 15, 2013
- 4. Today s Speakers Tiffany Tamplin Senior Director of Beverages, Kraft Foods Nick Cavet Strategy Director, VSA Partners David Guy CEO, LoudDoor
- 5. About LoudDoor We specialize in market research and helping clients make more effective ad targeting decisions on Facebook. -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐
- 6. Kool-Aid Brand Challenge & Strategy
- 7. Kool-Aid Man, an American Icon, has been bringing the OH YEAH into homes for years.
- 9. In 2013, the brand re-launched with a new tagline and a new life-like CGI Kool-Aid Man.
- 11. The Challenge: Kool-Aid has an established relationship with Moms, but as for the rest of the family, not so much.
- 12. VSA s Solution: Create new connections to her and her family by catalyzing random acts of fun along her digital and social journey.
- 14. Kool-Aid Mom Her Sphere of Influence How do we most efficiently reach the Kool-Aid mom via Facebook?
- 15. Integrating LoudDoor research to reach, connect and influence Kool-Aid s target audience.
- 16. Step 1: Learning About People on Facebook • Design and deploy a custom research project • Collected over 3,000 custom surveys from people on Facebook – Fans of Kool-Aid – Fans of Competitors – General Population
- 17. Step 2: Segmenting the Respondents • We then segmented the respondents based on the characteristics that were most important to VSA Partners and KoolAid Female Children in household 3-10 years old Purchases fruity drinks monthly
- 18. ...we determined the content they were most interested in... DESIRED KOOL-AID FAN PAGE CONTENT [Select all that apply] Category Recipe and craft ideas for my kids Kids games and activities Pictures of the Kool-Aid Man Information about new Kool-Aid products and flavors Funny jokes and stories about being a parent Vintage Kool-Aid pictures and facts None of the above
- 19. ...and their over-indexing Likes & Interests on Facebook... Food/Beverages Sweet Baby Ray s Stacy s Pita Chips 45x 44x Musicians / Bands Dr. Oetker Raheem DeVaughn Marsha Ambrosius Fantasia 44x 21x 20x 20x Magazines (Print and Online) Retail & Consumer Merchandise High Heel Mom And My Cat US Weekly Kmart Diapers.com Family Dollar 51x 49x 16x 179x 153x 139x Websites TV Shows Extreme Couponing Real Housewives of Beverly Hills MAURY Coupon Divas Sittercity EverydayFamily 88x 72x 56x 165x 157x 146x
- 20. Step 3: Defining the Reach Opportunity On Facebook Overall U.S. FB Census ~180,000,000 Users Custom Kool-Aid Target Audience Estimated Reach: ~19,620,000 (10.9% of U.S. FB Audience)
- 21. Step 4: Deploy Facebook Targeted Advertising with Starcom Keywords Reach Look-Alikes
- 23. Results • Versus Media agency s legacy keywords, LoudDoor s keywords yielded 2x to 4x better response rates
- 24. Continued Measurement and Optimization -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ STEP 1 Measure Audience KPI’s and Create Targeting Criteria for Ideal Audience STEP 2 STEP 3 Execute Media Plan Using Brand Satisfaction Targeting Criteria Re-measure Audience KPI’s