Mobile Insider Summit

Mobile CPG: Engaging the Consumer Across the Path to Loyalty

April 29, 2015

Who is WhiteWave Foods?

WhiteWave Foods is the fastest growing food company in the US, with brand digital communities over 3MM members strong.

84% of all shoppers use ZMOT sources in the path to purchase

64% of U.S. adults own a smartphone

Old Faithful: The Linear Path to Purchase

New Path to Loyalty

ADVOCACYShare Their Story

ENGAGEwith Product, service, or experienceConsideration

CONSUMER

DISCOVERAwareness of needTrigger to Purchase

EXPLOREConsiderationStore/Channel ChoiceIntent

BUYDecision

Digital Touchpoints Dominate the Path to Loyalty

Shoppers Seek Relevant Information Before & During their Shopping Trips

84% of shoppers:

report using digital for shopping-related activities before or during their most recent trip to a store.1

75% of consumers:

say product info on digital channels influences their shopping behavior and brand loyalty.1

60% of retail sales:

will take place on or be influenced by digital platforms by 2017.2

60% of Millennials:

say social media advertising influences them the most in how they perceive and value a brand.3

25% of shoppers:

look at online circulars to decide where to shop.4

Sources: 1. Deloitte The New Digital Divide report April 2014, 2. Ad Age Omnichannel Retailing report September 2014., 3. Adroit Digital study January 2014 4. Kantar Retail ShopperScape®

Source: Kantar / Mobile Impact on Purchase 2/26/14 2014

Top Uses of Mobile Devices 2014

WhiteWave Way

ADVOCACY

ENGAGE

CONSUMER

DISCOVER

EXPLORE

BUY

Get to Know HerENTHUSIASTS (19%)

• Female

• Middle aged and some younger (18-64)

• More likely to have children

• 69% white

• High school and some college

• 50k or less HH income• Brand loyal and more likely to buy w/

coupon

Interests/Descriptors

• Comfort

• Sharing goodness and finding good experiences

• Active participant

• Optimistic but looking for inspiration/reassurance

• Looks for flavor, enjoys food

Digital Segment

• Prefers mobile and uses for information and

entertainment

• More likely to be active on Facebook and Pinterest via

mobile app

• More likely to Like, Pin, and Share.

• More likely to play app games on mobile• More likely to visit sites like Netflix for entertainment on

laptop or computer

• Interested in “Life Hacks” / coupons (anything to make

life more simple/easy

• More likely to make impulsive buys influenced by media

• Actively searching for “interesting” content via mobile

Special Notes

A sub-segment described as Millennial Moms fits

within this category. They are 30% more likely to

“Like” or recommend products and re-tweet or re-pin

products online. Amongst their peers they are also

viewed as a frequent source for advice - making them

great brand advocates.

MY STORYMy life is a wonderful story filled with goodness and I can never get enough of it. I enjoy finding and sharing that goodness whether its inspirational tidbits, wonderful and happy news in the world, or the latest and greatest treat/meal.

On the internet I love being a connected part of my my family, my friends, and my community at large. I’m a bit of a romantic and my smiles

might come from the fact that my inner child still comes out from time to time. I love things that make your day easier, whether its a smile or

helpful information and I don’t hesitate to share. My hobby is making and collecting memories.

Animal Rights

Vegans & Healthy Living

Mom Bloggers

Foodies

Fitness Enthusiasts

Unbranded almondmilk discussions have the greatest density of

conversation compared to other PBB’s,

suggesting a focused and engaged network of

discussion.

Seasons of Mom

Valentines Day(2 weeks)

Super Bowl(2 weeks)

St. Patrick’s Day(2 weeks)

Easter(6 weeks)

Summer(7 weeks)

Mother’s Day(3 weeks)

End of School(4 weeks)

Father’s Day(2 weeks)

4th of July(2 weeks)

Back to School(6-8 weeks)

Labor Day(1-2 weeks)

Halloween(4 weeks)

HolidaysThanksgiving & Christmas

(8-10 weeks)

New Years Eve(1 week)

Unwind Rejuvenate Let Loose Routine Stressful Excitement

Her Mindset

The UX Trifecta

14

Mobile

Social Usability

53% Traffic to Brand Sites is Mobile + Tablet

Profile Completion Increased 12% to 91%

ADVOCACYShare Their Story

ENGAGE

CONSUMER

DISCOVER

EXPLORE

BUY

WOMSocial NetworksRefer A FriendRatings and ReviewsProduct SharingAdvocate ProgramseCRM

Advocacy Drive Results

92%

Consumers Trust Consumer Reviews more than Brand Advertising2

12x

of Consumers Trust Earned Media above all other Advertising1

1 Nielsen, 2012. 2 eMarketer, 2010.

More Sales73%

Lift in Conversion rate WHEN ENGAGING WITH REVIEWS

(across 5 Food & Beverage clients)

More Trust

More Repeat+37%

Retention Rate Consumers Referred by Other Consumers

More Repeat+37%

Retention Rate Consumers Referred by Other Consumers

Empowering Advocacy

Surprise Loyal Consumers

99% CTR INVITATION

6 Hours Offer Claimed

94% CTR SURVEY

Positive SentimentTASTE + CREAMINESS

Fans Invite Friends to Try Almondmilk

Image from campaign

Image from campaign

60K Entries 25K Coupons Claimed

Sign Up FB invite Custom Landing Page

Shopper Advocacy

41K WW Agents

24K Product Reviews

7.4MM Total Reach

Benchmarks:Purchase Intent +38

Likelihood to Recommend (NPS) +58

Ratings and Review Syndication

ADVOCACY

ENGAGE CONSUMER

DISCOVER

EXPLOREConsiderationStore/Channel ChoiceIntent

BUY

AwarenessPaid MediaSearchWOMRatings & ReviewsInfluencers Social NetworksContentFSIPR

WhiteWave Mobile

62% Search Traffic is Mobile

92% Paid Social is Mobile

13% WW 2015 Digital Campaigns*

*does not include search and social

51% Awareness Liftvs. 15% Benchmark

50% Awareness Liftvs. 13% Benchmark

WW Mobile is Effective

WebsiteBlogsPinterestReviews Retailer Digital Sampling

ADVOCACY

ENGAGE CONSUMER

DISCOVER

EXPLORE

BUY

Dinner Time Solutions

Try New Products

28k+ Registrations

16K CRM Opt Ins

70% of coupons claimed by new users

Claimed in > 8 hours

Digital CouponsRetailer DigitalLoyalty AppsSamplingeCommerce

ADVOCACY

ENGAGECONSUMER

DISCOVER

EXPLORE

BUY

Mobile Shopper

ContentCommunityPromos/GamesInfluencersCRMR&RPRWebsite

ADVOCACY

ENGAGECONSUMER

DISCOVER

EXPLORE

BUY

Content Excellence

BLOGGER’S SITE

BRAND SITE

Publishing

ADVERTISINGMonitoring

SHOPPEROptimization

CRM

PROCESS CONTENT DISTRIBUTION

Integrated Planning

Calendar

Brief

Production/Curation

SOCIAL PLATFORMS

CRM

Delightful Gaming

370K Games Played54% New Session on Mobile6:22 Avg. Game Session 4:42 Mobile

Premium Influencer Programs

132 Influential Millennial Lifestyle

Bloggers

BLOG NICHES:Lifestyle, Food, Moms

TOPICS: Summer Activities

Cool TreatsIced Coffee Moments

Blogger Buzz Continues to Grow

Reach

163KEngagement

17KEMV

$143K

Reach

954KEngagement

166KEMV

$1MM

1 Month

6 Months

Community Engagement

“Thank you @indelight for my prize package! I shared the coffee with my neighbor for signing for it!” – @Hollie_Hood

Measuring Success

• Earned Media Value• Campaign KPIs• Coupon Redemption• Sales Lift• Social Buzz MMM• CRM ROI • Purchase Intent NPS• Match Market Testing

Challenges

Measurement

Resources

Consistency Across Channels

Scaling 1:1

Silos

Agility

Thank You

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