2. 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
3. The brand sat down and
considered the situation
• Outspent and outflanked by a formidable competitor (Eggo)
• Few points of differentiation
• Limited resources
• Limited time
4. 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
5. 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
6. 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.
7. Our approach was equally bold and unorthodox
The program we envisioned would have:
NO NO NO NO NO NO
script actors sets copywriter art creative
director agency
8. “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
9. 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
11. Optimedia was put in charge
of the overall digital campaign
Their program featured:
• Pre-roll
• Display
• Editorial placements
12. 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
13. 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
14. 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.
15. 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.
18. 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
19. The campaign was a resounding success
238,000
Facebook likes
10.4MM
video views
138MM
media impressions
100%
positive/neutral
earned messaging
20. 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+
21. Thank you!
Adam Keats Mitchell Reichgut
akeats@webershandwick.com mitchell@jungroup.com