Pivot Conference Presentation
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Kool-Aid Case Study: Using Facebook Market Research to Enable a Product Release Campaign
OH, YEAH! Reactivating a Brand for the Social Media Era
Pivot Conference October 15, 2013
Today’s Speakers
David Guy CEO, LoudDoor
Tiffany Tamplin Senior Director of Beverages, Kraft Foods
Nick Cavet Strategy Director, VSA Partners
About LoudDoor
We specialize in market research and helping clients make more
effective ad targeting decisions on Facebook.
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Kool-Aid Brand Challenge & Strategy
Kool-Aid Man, an American Icon, has been bringing the OH YEAH into homes for years.
In 2013, the brand re-launched with a new tagline and a new life-like CGI Kool-Aid Man.
The Challenge: Kool-Aid has an established relationship with Moms, but as for the rest of the family, not so much.
VSA’s Solution: Create new connections to her and her family by catalyzing “random acts of fun” along her digital and social journey.
Her Sphere of Influence
Kool-Aid Mom
How do we most efficiently reach the Kool-Aid mom via Facebook?
Her Sphere of Influence
Kool-Aid Mom
Integrating LoudDoor research to reach, connect and influence Kool-Aid’s target audience.
Step 1: Learning About People on Facebook
• Design and deploy a custom research project
• Collected over 3,000 custom surveys from people on Facebook – Fans of Kool-Aid – Fans of Competitors – General Population
Step 2: Segmenting the Respondents
• We then segmented the respondents based on the characteristics that were most important to VSA Partners and Kool-Aid
Female
Children in household
3-10 years old
Purchases fruity drinks
monthly
...we determined the content they were most interested in...
DESIRED KOOL-AID FAN PAGE CONTENT [Select all that apply]
Category
Recipe and craft ideas for my kids
Kids games and activities
Pictures of the Kool-Aid Man
Information about new Kool-Aid products and flavors
Funny jokes and stories about being a parent
Vintage Kool-Aid pictures and facts
None of the above
Food/Beverages
Sweet Baby Ray’s Stacy’s Pita Chips Dr. Oetker
45x 44x 44x
Magazines (Print and Online)
High Heel Mom And My Cat US Weekly
51x 49x 16x
TV Shows
Extreme Couponing
Real Housewives of Beverly Hills MAURY
88x 72x 56x
Musicians / Bands Raheem
DeVaughn Marsha
Ambrosius Fantasia
21x 20x 20x
Retail & Consumer Merchandise
Kmart Diapers.com Family Dollar
179x 153x 139x
Websites
Coupon Divas Sittercity EverydayFamily
165x 157x 146x
...and their over-indexing Likes & Interests on Facebook...
Step 3: Defining the Reach Opportunity On Facebook
Overall U.S. FB Census ~180,000,000 Users
Custom Kool-Aid Target Audience Estimated Reach: ~19,620,000 (10.9% of U.S. FB Audience)
Step 4: Deploy Facebook Targeted Advertising with Starcom
Keywords Reach Look-Alikes
Results
• Versus Media agency’s legacy keywords, LoudDoor’s keywords yielded 2x to 4x better response rates
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STEP 1
Measure Audience KPI’s and Create
Targeting Criteria for Ideal Audience
STEP 2
Execute Media Plan Using Brand Satisfaction
Targeting Criteria
STEP 3
Re-measure Audience KPI’s
Continued Measurement and Optimization
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