Shopper Marketing - January 2017 - 25
Collective Bias' Bill Sussman presents results from a case study with Conagra Brands at the Path to
Puchase Expo in September.
Although Collective Bias paid for the content, and the influencers disclosed this within
their posts, the hope was that the narratives
were compelling enough that consumers forgot that it was an advertisement, Sussman said.
The 27-second online video from the campaign depicts a quick assembly of one of the
marshmallow snowmen. It garnered 42 million
impressions and 7.8 million views. The majority
of viewers watched at least the first half of the
video, according to Collective Bias metrics. The
rest of the campaign generated 83,000 content views with 16.6 million impressions, and
25,800 blog engagements.
"[Consumers are] not just looking at a message for three or five seconds, but they're engaging with the brand for an extended period
of time, which creates a little bit of ownership
with them for that brand," Waibel said.
The Ibotta rebate portion of the campaign
delivered a 30.6% redemption rate, more than
1.2 million value-added media impressions,
37,000 completed brand engagements and
11.529 units purchased exclusively at Walmart
before hitting the budget cap in 15 days.
"It really is about shifting the conversation
and content to what the customer wants,"
JANUARY 2017 SHOPPER MARKETING