Case Study of Del Monte Foods Kibble n Bits brand case study of fully integrated campaign including print, online display, social, geo location and blogger outreach

1. Bridging the engagement gap between
in-home decision making and in-store
shopping

2. Agenda
• Key market trends
• Case studies
• Lessons learned

3. Just announced:
Smartphone Shipments>
PC Shipments in 2010.
Ahead of Schedule

4. The world is changing right before our
eyes
51% by Q3
2011

5. Value driving explosive growth
Android Law:
Top smart
phones 6
months ago are
now obsolete
Unlimited data
for only $25 a
month

6. Every demographic in US is
impacted
From PEW research…
• 46% of households earning less than
$30,000 a year are wireless Internet
users.
• This income group is the fastest
growing -- up by 11 percentage points
from 35% in April 2009.
• 10% of online Hispanics use check-in
services.

7. Check Ins
4% of online population
is checking in
30M users using
Facebook Places
PEW Research published on November 4,
2010
Reported on Oct 29th, 2010, 10 weeks
after launch.
Outdated
before
published

8. Why Check In?
Share w/ friends
To be a mayor
Rewards
Personalization

9. There is a difference between location
vs. place

10. Precision is the key to relevancy
Primary values:
1. What does it mean to
others?
2. How can this data make
my everyday life more
fun or make
information to me more
relevant?
3. What else can I
discover?
Check-ins represent “Foot streams” = The real-world equivalent to the
click stream

11. Relevancy drives
disruption
N
IO
PT
an
c
Re
le
v
U
SR
DI
Overture
Sponsored
Keywords
ET
RK
MA
y
AOL
Google AdWords
Physical World, Social,
Mobile

12. Broad set of digital technologies gaining
adoption
Example Digital Vehicles by Platform
Displays & In-Store
Advertising
17%
*
19%
Relationship
Marketing
*
*
In store video, kiosks, scanners
Direct to card, e-circular
30%
E-newsletter, personalized storefront
37%
WOM, reviews, branded community
40%
Sponsored results, virtual display
*
47%
Retailer sitelet, how to video
*
49%
Barcode scanners, shopping lists
*
*
12

13. Case Study:
Del Monte Kibbles ‘n Bits
Problem: Activate dog owner community at Walmart.
Leverage USA WEEKEND Magazine and Whrrl to provide
service in-store “How to show your dog love”
recommendations at Walmart.
Society: “I Love My Dog” Society
Rewards: $25 gift card
Locations: Walmart

14. USA WEEKEND Magazine
Reaches 47+ million readers while in-home
Quick Audience Cume
•
81% read USA WEEKEND Magazine on the day it is
delivered
•
98% see your ad within 1week
•
84% read nearly every issue
Responsive Readers
•
94% of readers read USA WEEKEND at home
•
83% of readers take action on the ads in
the magazine
•
Readers spend an avg of 25 minutes with the
magazine
•
64% are the primary shoppers in their
households
Improves Advertising ROI:
• 84% are influenced by brand familiarity
• Proven by IRI, USA WEEKEND lifted sales volume 11.2% in its
markets**
Sources: MRI, Doublebase 2010; USA WEEKEND Reader Panel; Affinity/VISTA Print Rating Service, 2009 Shopper Insight Study, conducted by RSI Research. ** 2008 Information Resources Inc, (IRI) illustrates the value
that the magazine brings to major food and packaged goods advertisers. IRI tracked grocery store’s volume of a top USA WEEKEND food client for 2 weeks. The client’s advertising ran in USA WEEKEND markets and nonUSA WEEKEND markets. Sales rates were compared at the end of the period.

15. Ad connected readers to Whrrl
A location based social network designed to support readers with
recommendations and rewards in store.
Group you with people
who like what you
like: Societies
Inspire action through
recommendations,
experiences, and
stories
Present the best ideas
scored and filtered
through our
personalization
algorithms
80% of I Love My Dog
Society members wantto….
People who check in to
Walmart, do the
following
recommendations…
Marissa Lomas, a
Foodie VIP, recommends
the following….
People who go to
Walmart, go to Murphy
USA’s afterwards.
Partner with Brands to
reward action and
social loyalty

16. Whrrl encourages engagement and
advocacy
How the game
works:
More Loyalty &
Influence
Trendsetter
Maven
VIP
Inside
r
Rookie
Users level up and
earn titles as they
gain points.
Users earn points
for influencing
others, via:
•Check-ins
•Recommendations
•Want Tos
•Did-its
•Sharing

17. How did it work?

18. How to Join…
Readers go to whrrl.com/ilovemydog and unlock the safe
to join the I Love My Dog Society

19. Once you are part of the
Society…

20. Bloggers created recommendations to
bootstrap Society
5 results
on page 1

21. I Love My Dog Society members
are driven to activate at the
store
Whrr
l
Jeanna B. made a rec to I Love
My Dog Society @ Walmart:
Take your dog for a picnic. Buy
some treats and bring the kids.
Clos
e
Vie
w

22. Within 60 days….
03/28/2011
Current Society
Members
I Love My Dog Society
5,000+
Engagement
52% of people in the Society have acted on at least 1
recommendation.
Activation
23% of people in the Society have checked in to one or more
Walmart locations and played the game.
Ongoing
Activation
57% of people who played the game have played on multiple
days.
Reach
From blogs = Approximately 2.4M impressions
Total Social
Activity
20K activities on recommendations and check-ins

23. Lessons Learned
1. Integration: Combine reach + engagement vehicles
to drive consumers from home to store
2. Relevancy: Drive a more relevant experience, in
the moment, by connecting content users need in
the context of that need
3. Activation: Program activation at key steps to
ensure the audience is aware of your brand on the
path to purchase
4. Advocacy: Unlock consumer natural passion for
your brand and let users share their love

24. Contact Info
Laura Hendricks
Director, Retail/Shopper
Doug Chavez
Director, Digital Marketing Marketing
USA WEEKEND Magazine
Del Monte Foods
John Kim
VP of Products
Pelago