How Kellogg’s MorningStar Farms used WOMM to drive a 6% sales lift — and had fun doing it!

1 © 2015 House Party, Inc. @HousePartyInc

#WOMMWednesday

How Kellogg’s MorningStar Farms used WOMM to drive a 6% sales lift — and had fun doing it

Peter Storck SVP/Research [email protected] @PStorck

Kerry Lyons SVP/Sales & Marketing [email protected] @LyonsDenMom


#WOMMWednesday 2

Speakers

Peter Storck SVP/Research & Analytics [email protected] @PStorck

Kerry Lyons SVP/Sales & Marketing [email protected] @LyonsDenMom


#WOMMWednesday

FROM Increase Brand Awareness

83% aided awareness for

MSF among women who are

interested in meat subs

Of those who are interested in meat subs, 40%

have never tried

Morningstar Farms needed a new approach

TO Increase Trial


#WOMMWednesday

But trial can be an expensive marketing tool

$ $ $


#WOMMWednesday

Enter House Party…

To: •  Drive authentic

word of mouth, online and off

•  Build brands •  Increase sales

We: •  Identify a brand’s

best advocates •  Provide them with

a fun, exclusive experience

•  Give them the tools to share it


#WOMMWednesday

Roll the tape…


#WOMMWednesday

Deeper Engagement

of Product Experience

Stronger Advocacy

Online & Off

Bigger Lifts

In Branding & Sales

WOM driven by product experience is the most positive, credible and most likely to lead to purchase (Keller Fay)


#WOMMWednesday

•  18,000 hand-raisers

•  3,000 hosts •  Proven advocacy •  Women, 25-54 •  Healthy, balanced lifestyle

Find the best advocates


#WOMMWednesday

•  3,000 parties/46,000 guests

•  Product for the party & parting gifts

•  Branded party pack items:

•  Oven mitts •  Tote bags •  Frisbees •  Games •  Supplies

Give them a great brand experience – with props


#WOMMWednesday

•  Offline •  All those coupons •  And gifts

•  Online •  Host party page •  Invite guests •  Create & upload content •  Easy social sharing for

amplification of advocacy

Give them the tools to share

11 © 2014 House Party, Inc.

Measure what matters

Reach

Engagement

Brand lift

Sales lift & ROI

What How

Digital tracking

Surveys

Matched market studies


#WOMMWednesday

Extraordinary results for MorningStar

Engagement

Hours of engagement 277,584 At-party trials 128,042 Opt-ins 23,072

5,592 Site discussions

6,915 Photos

Branding

+39 pts Favorability

+40 pts Advocacy-intent

+40 pts Purchase-intent

68% Marketing receptivity

331,803 Facebook mentions

Reach

Participants

61,409 Total impressions

Earned impressions

91%

29,605,853

Parties

3,000

Sales

6.3% Sales lift


#WOMMWednesday

40-point lifts in brand metrics

*Sta%s%cally significant (p < .01)

0% 20% 40% 60% 80% 100%

Purchase-‐Intent*

Advocacy-‐Intent*

Favorability*

Purchase-‐Intent*

Advocacy-‐Intent*

Favorability*

Guest

Host

69%

68%

67%

76%

78%

76%

29%

28%

28%

33%

31%

33%

Pre Post


#WOMMWednesday

Sales lift measured by Nielsen

Outlets: Food & Mass

Grand Rapids

Buffalo

Test Zip codes Control Zip codes

Nielsen design for matched panel analysis (MPA)

Source: The Nielsen Company.


#WOMMWednesday

Sales lift in test markets: 6.3%

Sales of featured product, in test and control zip codes, two months after campaign

$308,013

$328,723

$250,000

$270,000

$290,000

$310,000

$330,000

$350,000

Control Zip Codes Test Zip Codes

Source: The Nielsen Company


#WOMMWednesday

Experience-driven social: consistently high sales lifts and ROI

Category Analyst Sales Lift in Test Market

ChatThreads 9.6%

4.6%

Nielsen 4.0%

Client 6.3%

Nielsen 5.5%

3.0%

Client 13.0%

Nielsen 5.3%

6.3%

Average 7.2% *Pending confirmation Source: The Nielsen Company

3 Months 6 Months*

2,500 Parties $2.50 $5.00

5,000 Parties $3.09 $6.18

$ back for every $1.00 spent

© 2014 House Party, Inc.

Questions?

about.houseparty.com 800-‐393-‐1102

@HousePartyInc