A different kind of dog
Objective
The Oscar Mayer name is synonymous with hot dogs – but it’s such a nostalgic brand that people often consider it as being a brand for children. When Oscar Mayer introduced their Selects line of dogs, they wanted to prove that the superior taste of Selects could more than satisfy the adult palate.
Insight
We looked at buy rate data and found something interesting: 30 percent of people who purchased Oscar Mayer Selects came back for more. If hot dog lovers just tried the new product, we had a good shot at winning them over.
Strategy:
We could have talked about how great Selects were until the cows (or pigs) came home, but until we people tried them, they wouldn’t know how great they really are. Enter TASTE-a-MONIALS, a creative digital coupon program designed to turn sampling into sentiment by driving trial through word of mouth.
We launched with a simple message: try Selects, share your experience and save some money. The social effort utilized paid and earned media that worked in tandem for maximum impact. The effect was a social feedback loop – paid media drove people to submit their TASTE-a-MONIALS, and then, real consumer reviews were utilized as part of the paid display media.
Results
Post-campaign, Oscar Mayer Selects successfully captured market share from chief competitors in the premium hot dog category. TASTE-a-MONIALS was Kraft Foods’ most successful digital couponing effort to date, with results that exceeded the brand’s prior benchmark by 400 percent.
In just a few weeks, we collected 45K TASTE-a-MONIALS from passionate consumers eager to share feedback and awarded more than 100K coupons for a free pack of Selects to community. The program grew Oscar Mayer’s Facebook community by nearly 40 percent, adding a quarter million people to the community that would have never joined if their trial was driven by a traditional coupon.
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