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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:


 NO       NO         NO         NO           NO        NO
script   actors      sets    copywriter      art     creative
                                          director   agency
“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
adtech SF 2012 Online video case studies by Mitchell Reichgut
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


                  238,000
                Facebook likes
10.4MM
video views
                        138MM
                     media impressions
     100%
  positive/neutral
 earned messaging
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 Reichgut
 akeats@webershandwick.com   mitchell@jungroup.com

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adtech SF 2012 Online video case studies by Mitchell Reichgut

  • 1. Aunt Jemima Frozen Breakfast How Social Video Brought An Underdog Brand To Life
  • 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.
  • 16. Reaching consumers on their terms
  • 17. Providing the tools for earned media
  • 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