House Party & SodaStream EXPERIENTIAL EARNED MEDIA: THE FACTS, THE STATS, THE PROOF
EXPERIENTIAL EARNED MEDIA: THE FACTS, THE STATS, THE PROOF
Jul 17, 2015
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House Party & SodaStream
EXPERIENTIAL EARNED MEDIA: THE
FACTS, THE STATS, THE PROOF
The Facts and Stats
Chris MaherCEO
4
All Earned Is Not Created Equal
Experience-Driven Social Marketing:Deeper Engagement for Stronger Advocacy & Bigger Lifts
Earned is the most powerful media&
‘Experience-driven’ is the most powerful earned
5
Experience-Driven SocialThe Most Powerful Medium in the Mix
6
Deeper Engagement
of In-Person Experience
Stronger Advocacy
Online & Off
BiggerLifts
In Branding& Sales
A Primer:
Earned Is theMost Powerful Media
7
Earned Media Is the Most Trusted
29%
33%
33%
36%
40%
41%
42%
46%
47%
47%
47%
47%
50%
58%
58%
70%
92%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Text ads on mobile phones
Display ads on mobile devices
Online banner ads
Online video ads
Search engine results ads
Ads before movies
Radio
Newspaper
Billboards/outdoor advertising
Magazines
TV
Brand sponsorships
Emails signed up for
Editorial content (e.g., newspaper article)
Brand websites
Consumer opinions posted online
Recommendations from people known
Have some degree of trust* in the following forms of advertising(April 2012)
Source: The Nielsen Company. 8
Earned Is the Most Powerful Media
Recommendations from personal acquaintances are the most trusted form of advertising. (Nielsen)
75% of consumers don’t believe companies tell the truth in advertising. (Yankelovich)
Recommendations are the #1 driver of consumer purchase decisions at all stages of the cycle. (Keller Fay)
WOM customers have nearly twice the long-term value. (Villanueva et al)
9
Experience-Driven Isthe Most Powerful Earned
10
Experience-Driven SocialThe Most Powerful Medium in the Mix
11
Deeper Engagement
of In-Person Experience
In-Person Experience Generates Deeper Engagement
12
More Time with Consumer per Marketing Dollar Spent
Total Hours:469,934
eCPM-30 seconds of engagement:
$4.15
13
Hours of consumer engagement with featured brand during a 5,000-party campaign, by type of activity
Experience-Driven SocialThe Most Powerful Medium in the Mix
14
Stronger Advocacy
Online & Off
More Persuasive Advocacy:More Credible & Passionate
15
More Far-Reaching Advocacy:Experience-Driven Social Can Have Mass Reach
16
Unique people reached by, and typical CPMs of, select major media
Sources: The Nielsen Company, Google, Audit Bureau of Circulation
(CPM:$20) (CPM:$7) (CPM:$5) (CPM:$15) (CPM:$10)
Experience-Driven SocialThe Most Powerful Medium in the Mix
17
BiggerLifts
In Branding& Sales
18
Bigger Brand Lifts
Experience-Driven Social Generates Bigger Brand Lifts
19
Average Favorability, Advocacy-Intent, and Purchase-Intent of the featured product, pre- and post-party, among party guests
30%26% 26%
76% 76%72%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Favorability Advocacy-Intent Purchase-Intent
Pre-Campaign Post-Campaign
155% Lift 196%
Lift183%
Lift
Lifts that Last Longer
20
Product knowledge, favorability and advocacy-intent of the featured product, among hosts, guests, conversation partners and control, 6 months after a House Party campaign
Source: ChatThreads
34%
56%
10%
84%
93%
75%70%
89%
60%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Product Knowledge Favorability Advocacy-Intent
Control Partygoers Conversation Partners
“When I saw a commercial for the
cooking creme, I literally yelled out
loud and said, that's the Philadelphia cooking creme!"
21
Lifts in Marketing Receptivity
Post-Campaign Average: 69%
Bigger Sales Lifts
22
Test/Control Markets Measure Sales Lift
23
Test StoresControl Stores
Nielsen Matched panel design for a House Party campaign
Source: The Nielsen Company.
Test Stores Show Big Sales Lift
24
Sales of featured product, in test and control stores, 6 months after a 15,000 party campaign
Source: The Nielsen Company.
Millions in Extra Revenue for Extremely High ROI
25
Millions in extra revenue for extremely high ROI
Percent of sales driven by House Parties 11%
Incremental gross revenue $6,803,706
Incremental gross profit $3,401,853
ROI in gross revenue (revenue/cost) $3.94
ROI in gross profit (profit/cost) $1.97
For every $1 the brandspent, it got back:
$3.94 in revenue$1.97 in profit
Keller Fay Talk Track Research Validates Key Findings
After “need,” “good experience” sparks the most earned
Experience-driven earned is the most credible
Experience-driven earned sparks the most actionPass along, Seek more info, Purchase
Over half of experience-driven earned contains strong buy/try recommendations
26
Key Takeaways
Earned is the most powerful media, andExperience-driven is the most powerful earned
27
Deeper Engagement
of In-Person Experience
Stronger Advocacy
Online & Off
BiggerLifts
In Branding& Sales
The Proof: “Fizz the Season” House Party yields sales for SodaStream
Kristin HarpUS Marketing Manager
Everyone loves soda…but will they make their own?
Convince consumers that making soda at home is:• A great-tasting value• Earth-friendly, eliminating
the lugging and storing of bottles and cans
The key to our mission: Changing consumer behavior
Welcome to the Party!
Seeing is believing…
The “Fizz the Season” campaign had all the marketing elements bubbling to the surface
Everyone wanted in on the action!Total applications: 59,377
• Women• Age 25-55• Have children age 9+• Drink soda or sparkling water at
least once a week• A mix of current/new
SodaStream users
• House Party website• House Party database• SodaStream social media
communities• House Party social media
communities
Participants connected with SodaStreamand each other—on the House Party site
The Party Pack put SodaStream in hands, homes and conversations—
creating memorable consumer experiences
National Party Dates:November 17, 2012 and December 8, 2012
…
Homes Nationwide 2,000
Thirsty Partygoers 29,376
Unique People Reached 4,973,510
Total impressions 38,885,574
“Fizz the Season” reached the masses
Hours of brand engagement 181,416
Photos posted 9,685
Facebook posts 174,458
Tweets 38,885,574
Opt-ins 38,590
“Fizz the Season” engaged partygoers and generated trial
The campaigns delivered double digit brand lifts
1721
14 15 15
60
74 74
59 59
0
10
20
30
40
50
60
70
80
Familiarity Favorability Advocacy-Intent Purchase-Intent(Machine)
Purchase-Intent(Sodamix Flavors)
Pre-Campaign Post-Campaign
43ptLift
53pt Lift 60pt
Lift44pt Lift
44pt Lift
And best of allall those recommendations drove sales
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