adtech SF 2012 Online video case studies by Mitchell Reichgut

Aunt Jemima Frozen Breakfast

How Social Video Brought An Underdog Brand To Life

Aunt Jemima Frozen Breakfast faced some serious challenges

• Minor brand, licensed from Quaker

• Limited awareness and recognition

• Small marketshare (regional product distribution – only stores east of the Mississippi)

• Limited budgets

The brand sat down and considered the situation

• Outspent and outflanked by a formidable competitor (Eggo)

• Few points of differentiation

• Limited resources

• Limited time

They came to some difficult conclusions

• Could not compete with Eggo on their terms

• Budget did not exist for a full-fledged traditional ad

campaign

• The product itself was not special, and there was nothing

to differentiate it

• Some major changes would have to be made

A decision was made to fundamentally change the product

• Connect with the people that made

the product every day at the plant

• Strip out all artificial ingredients

• Create a more wholesome, honest

product to which people would

naturally respond

Consumers gave us a nugget of insight that couldn’t be ignored

Once people SAW how the products were actually made – with real ingredients, by real people and flipped on a hot gribble just like the pancakes mom makes at home – they had a higher intent to purchase.  

It was an

AH HA! Moment.

Our approach was equally bold and unorthodox

The program we envisioned would have:

NOcreative agency

NOart

director

NOcopywriter

NOsets

NOactors

NOscript

“Live from the Line” would be a genuine, heartfelt message from the people who made Aunt Jemima

Frozen Breakfast every day

• Shot on location at the Tennessee plant

• A competition to select workers to become the face of the brand

• Jun Group was brought onboard to develop the content and the distribution strategy

We worked with Weber Shandwick and the brand to create a series of original videos

• Varying lengths from :30s – 1:20

• All featuring the selected plant workers

• Shot with the “Obama Girl” director and crew

Optimedia was put in charge of the overall digital campaign

Their program featured:

• Pre-roll

• Display

• Editorial placements

Given the limited budget, the social component was at the heart of the program

• Deliver a large number of opt-in views

• Specifically target moms west of the Mississippi

• Generate sharing, Facebook visits, and other earned-

media

• Track everything in real-time and optimize on the fly

The challenges

• Generate millions of opt-in views of long-form content

• Target moms (with an African-American skew)

• Place the videos in brand-safe, relevant environments

• Limit the scope to certain areas of the country

The solution

Placements in leading social games, such as Mall World, It Girl, and Happy Aquarium.• 53% of Facebook users login specifically to play social

games • Over 290MM people regularly play social games (19% say

they are “addicted”)• 88% of mothers say they are most likely to use social

media to engage with brands in categories of food and recipes.

• 55% of people playing social games are women.• The “death of daytime television” is due in large part

to social gaming on social media sites such as Facebook, with middle aged women being the primary user.

The social exchange model

Americans are expected to spend over

$2.1 billion this year on virtual goods.

Spending on virtual goods has increased 245% since 2007.

Total global spending on virtual goods is

estimated to be more than $7.3 billion.

Reaching consumers on their terms

Providing the tools for earned media

We also distributed the Aunt Jemima videos on mobile devices

Videos play full screen

“Brand in the hand” at key moments

Interactive player promotes social activity

The campaign was a resounding success

10.4MMvideo views

238,000Facebook likes

100% positive/neutral

earned messaging

138MMmedia impressions

Some additional insights about the social portion of the program

• 99% of users completed the video

• 77% of the audience was female

• 83% of total users were 25+

Thank you!

Adam Keats Mitchell Reichgutakeats@webershandwick.com mitchell@jungroup.com