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Aunt Jemima Frozen BreakfastHow Social Video Brought An Underdog Brand To Life
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> Limited awareness and recognition
> Small market share (regional product distribution – only stores east of the Mississippi)
> Limited budgets
Aunt Jemima Frozen Breakfastfaced some serious challenges.
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> Could not compete with Eggo on their terms
> Budget did not exist for full-fledged traditional ad campaign
> The product lacked a unique selling proposition, and there was nothing to differentiate it
> Some major changes would have to be made
They came tosome difficult conclusions.
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> 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
A decision was madeto fundamentally change the product.
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Once people SAW how the products were actually made – with real ingredients, by real people and flipped on a hot griddle just like the pancakes mom makes at home – they had a higher intent to purchase.
Consumers gave us a nugget of insightthat couldn’t be ignored.
It was an AH HA! Moment.
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> The program we envisioned would have:
Our approach wasequally bold and unorthodox.
NOscript
NOactors
NOactors
NOcopywriter
NOart
director
NOcreative agency
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> Shot on location at the Tennessee plant
> A competition to select the workers to become the face of the brand
> Jun Group was brought onboard to develop the content and the distribution strategy
“Live from the Line”would be a genuine, heartfelt message from the people who made Aunt Jemima Frozen Breakfast every day.
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> Varying lengths from :30s-1:20
> All featuring the selected plant workers
> Shot with the “Obama Girl” director and crew
We worked with Weber Shandwick and the brandto create a series of original videos.
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> Pre-roll
> Display
> Editorial placements
Optimediawas put in charge of the overall digital campaign.
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> Deliver a large number of opt-in views
> Specifically target moms east of the Mississippi
> Generate sharing, Facebook visits, and other earned media
> Track everything in real time and optimize on the fly
Given the limited budget,the social component was at the heart of the program .
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> 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 challenges:
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• 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 solution:> Placements in the leading social games, such as Mall World, It Girl and
Happy Aquarium
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The social exchange model.
• Americans are expected to spend over$2.1 billion this year on virtual goods
• Spending on virtual goodshas increased 245% since 2007
• Total global spending on virtual goods is estimated to be more than $7.3 billion
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Reaching consumers on their terms
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Providing the tools for earned media
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We also distributedthe Aunt Jemima videos on mobile devices.
Videos playfull screen
“Brand in the hand”at key moments
Interactive playerpromotes social activity
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The campaignwas a resounding success.
10.4MMvideo views
238,000Facebook likes
100%positive/neutral
earned messaging
138MMmedia impressions
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> 99% of users completed the video
> 77% of the audience was female
> 83% of total users were 25+
Some additional insightsabout the social portion of the program.