Aunt Jemima Frozen Breakfast How Social Video Brought An Underdog Brand To Life

2. Aunt Jemima Frozen BreakfastHow Social Video Brought An Underdog Brand To Life

3. Aunt Jemima Frozen Breakfastfaced some serious challenges. • Limited awareness and recognition • Small market share (regional product distribution – only stores east of the Mississippi) • Limited budgets

4. They came tosome difficult conclusions. • 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

5. A decision was madeto 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 insightthat couldn’t be ignored. 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. It was anAH HA! Moment.

7. Our approach wasequally bold and unorthodox. • The program we envisioned would have: NO script NO actors NO actors NO copywriter NO art director NO creative 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 the 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

10. Optimedia was put in charge of the overall digital campaign. • Pre-roll • Display • Editorial placements

11. 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 east of the Mississippi • Generate sharing, Facebook visits, and other earned media • Track everything in real time and optimize on the fly

12. 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

13. The solution: • Placements in the 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

14. The social exchange model. • Americans are expected to spend over$2.1 billionthis 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

15. Reaching consumers on their terms

16. Providing the tools for earned media

17. We also distributedthe Aunt Jemima videos on mobile devices. Videos playfull screen “Brand in the hand”at key moments Interactive playerpromotes social activity

18. The campaign was a resounding success. 238,000Facebook likes 10.4MMvideo views 138MMmedia impressions 100%positive/neutralearned messaging

19. Some additional insightsabout the social portion of the program. • 99% of users completed the video • 77% of the audience was female • 83% of total users were 25+

20. Thank you!