 | | Vertical: | | Consumer Packaged Goods | | Insight: | |
Content Effectiveness
Campaign Performance
Navigation Analysis
Web 2.0
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Overview
Kettle Foods began blazing their all-natural snack-making trail back in 1978, and they've been delighting customers with their distinctive potato chips (and other treats) ever since. In addition to making award-winning snacks, Kettle Foods is known for their dedication to sustainability and commitment to "chipping in" to the community with generous donations of time and products.
Challenges
Kettle Foods was gearing up to embark on their third annual People's Choice campaign. For two years, customers had been sinking their teeth into the promotion by actively choosing the company's next potato chip flavor. The objectives were to engage people in the Kettle Foods brand, increase sales and build awareness.
The 2007 "Passport to Flavor" web site was constructed in Flash to provide a richer, more immersive experience. But when the campaign launched, many users were ending their journeys without casting votes and email registrations were lower than the Kettle team had expected.
Results
- Increased email registrations by 107 percent from previous year
- Doubled vote conversion rates from the beginning of the campaign
- Prompted 34 percent of voters to leave comments on the site
- Blogs, advertisements and the viral send-to-a-friend feature garnered the same amount of traffic and party pack sales as last year's campaign, in one third of the time
- Generated significant media attention and praise for the campaign
