Challenge
Birds Eye tasked itself with developing a campaign that focused on the natural quality of freshly frozen food that the brand has served for generations. The objective was twofold; change Birds Eye’s brand perception in the short run and reinvigorate in-store sales in the long run.
To date, Birds Eye had focused on traditional channels such as TV but with TV becoming more expensive and its’ audience older, Birds Eye wanted to close the gap and ensure they were reaching all of their target audience cost efficiently, by driving results through digital.
Insight & Idea
Historically, Birds Eye had focused on traditional channels such as TV for is marketing success. However, due to increasing costs, competition and declining viewing-figures Birdseye wanted to explore the effectiveness of large scale social media advertising.
Zenith, in collaboration with Facebook & Birds Eye setup various Creative & measurement workshops to ensure 2017’s approach was grounded in measuring effectiveness, optimising creative and moving quickly to scale success. After aligning Neilson & Dunnhumby measurement apparatus with Birds Eye’s business goals as well an understanding & commitment to mobile creative best practice. Birds Eye were ready to embark on a yearlong journey of digital learning
Strategy
A 3-pronged measurement framework was developed which included Facebook Brand Lifts to measure perception, a Nielson Total Ad Ratings to assess reach effectiveness, and a Dunnhumby Sales Impact to measure offline sales as a result of campaigns. These studies would be tied to each of Birds Eye’s focus categories to illustrate Facebook’s effectiveness across the entire Birds Eye’s product portfolio over the course of a year.
The Brand Lift studies were carried out on Chicken campaign at the beginning, and the end, of 2017. This would show not only does Facebook drive brand lift, but this Brand Lift increases over time if Facebook advertising is activated throughout the year.
To ensure the campaigns were setup for success across the measurement framework, Zenith planned each campaign according brand and FMCG best practice..
Execution
To ensure the campaigns were setup for success across the measurement framework, Zenith planned each campaign according brand and FMCG best practice. Zenith advocated a minimum audience reach of 50% and frequency of 2 per user, per week for campaign. For the majority of campaigns, Placement Optimisation would be leveraged to ensure maximum CPM & CPV efficiency.
In addition to buying best practice. Zenith & Birds Eye collaborated with Facebook’s Creative Shop to ensure their content followed mobile best practice and we’re as engaging as possible. Learnings generated from the initial campaigns were adopted by the campaigns towards the end of year to ensure continued efficiency gains throughout 2017.
ROI
Uplift in ad recall
Incremental reach to TV
Increase in in-store sales
unique users reached amongst target audience
