Who is WhiteWave Foods?
WhiteWave Foods is the fastest growing food company in the US, with brand digital communities over 3MM members strong.
New Path to Loyalty
ADVOCACYShare Their Story
ENGAGEwith Product, service, or experienceConsideration
CONSUMER
DISCOVERAwareness of needTrigger to Purchase
EXPLOREConsiderationStore/Channel ChoiceIntent
BUYDecision
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®
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
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
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
WebsiteBlogsPinterestReviews Retailer Digital Sampling
ADVOCACY
ENGAGE CONSUMER
DISCOVER
EXPLORE
BUY
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
Content Excellence
BLOGGER’S SITE
BRAND SITE
Publishing
ADVERTISINGMonitoring
SHOPPEROptimization
CRM
PROCESS CONTENT DISTRIBUTION
Integrated Planning
Calendar
Brief
Production/Curation
SOCIAL PLATFORMS
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