how kellogg’s morningstar farms used womm to drive a 6% sales lift — and had fun doing it!
TRANSCRIPT
1 © 2015 House Party, Inc. @HousePartyInc
#WOMMWednesday
How Kellogg’s MorningStar Farms used WOMM to drive a 6% sales lift — and had fun doing it
Peter Storck SVP/Research [email protected] @PStorck
Kerry Lyons SVP/Sales & Marketing [email protected] @LyonsDenMom
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Speakers
Peter Storck SVP/Research & Analytics [email protected] @PStorck
Kerry Lyons SVP/Sales & Marketing [email protected] @LyonsDenMom
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FROM Increase Brand Awareness
83% aided awareness for
MSF among women who are
interested in meat subs
Of those who are interested in meat subs, 40%
have never tried
Morningstar Farms needed a new approach
TO Increase Trial
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But trial can be an expensive marketing tool
$ $ $
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Enter House Party…
To: • Drive authentic
word of mouth, online and off
• Build brands • Increase sales
We: • Identify a brand’s
best advocates • Provide them with
a fun, exclusive experience
• Give them the tools to share it
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Deeper Engagement
of Product Experience
Stronger Advocacy
Online & Off
Bigger Lifts
In Branding & Sales
WOM driven by product experience is the most positive, credible and most likely to lead to purchase (Keller Fay)
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• 18,000 hand-raisers
• 3,000 hosts • Proven advocacy • Women, 25-54 • Healthy, balanced lifestyle
Find the best advocates
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• 3,000 parties/46,000 guests
• Product for the party & parting gifts
• Branded party pack items:
• Oven mitts • Tote bags • Frisbees • Games • Supplies
Give them a great brand experience – with props
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• Offline • All those coupons • And gifts
• Online • Host party page • Invite guests • Create & upload content • Easy social sharing for
amplification of advocacy
Give them the tools to share
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Measure what matters
Reach
Engagement
Brand lift
Sales lift & ROI
What How
Digital tracking
Surveys
Matched market studies
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Extraordinary results for MorningStar
Engagement
Hours of engagement 277,584 At-party trials 128,042 Opt-ins 23,072
5,592 Site discussions
6,915 Photos
Branding
+39 pts Favorability
+40 pts Advocacy-intent
+40 pts Purchase-intent
68% Marketing receptivity
331,803 Facebook mentions
Reach
Participants
61,409 Total impressions
Earned impressions
91%
29,605,853
Parties
3,000
Sales
6.3% Sales lift
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40-point lifts in brand metrics
*Sta%s%cally significant (p < .01)
0% 20% 40% 60% 80% 100%
Purchase-‐Intent*
Advocacy-‐Intent*
Favorability*
Purchase-‐Intent*
Advocacy-‐Intent*
Favorability*
Guest
Host
69%
68%
67%
76%
78%
76%
29%
28%
28%
33%
31%
33%
Pre Post
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Sales lift measured by Nielsen
Outlets: Food & Mass
Grand Rapids
Buffalo
Test Zip codes Control Zip codes
Nielsen design for matched panel analysis (MPA)
Source: The Nielsen Company.
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Sales lift in test markets: 6.3%
Sales of featured product, in test and control zip codes, two months after campaign
$308,013
$328,723
$250,000
$270,000
$290,000
$310,000
$330,000
$350,000
Control Zip Codes Test Zip Codes
Source: The Nielsen Company
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Experience-driven social: consistently high sales lifts and ROI
Category Analyst Sales Lift in Test Market
ChatThreads 9.6%
4.6%
Nielsen 4.0%
Client 6.3%
Nielsen 5.5%
3.0%
Client 13.0%
Nielsen 5.3%
6.3%
Average 7.2% *Pending confirmation Source: The Nielsen Company
3 Months 6 Months*
2,500 Parties $2.50 $5.00
5,000 Parties $3.09 $6.18
$ back for every $1.00 spent