|By Business Wire
|July 23, 2014 11:21 AM EDT
Hillshire Brands Company, in partnership with BPN and inMarket,
has announced early results of its new national in-store mobile campaign
that utilized emerging beacon and geofence technology to drive sales and
awareness for its Hillshire Farm® American Craft® Link Sausages. This is
the first time that a CPG has released data about the impact of beacon
geofence technology against key brand metrics. BPN, the Hillshire
Brands Company media agency of record, designed and implemented the
campaign in partnership with inMarket’s Mobile to Mortar™ (M2M)
platform, which is the largest beacon network in the world.
The campaign, which leveraged new beacon technology to speak to
consumers on their personal devices as they entered a store, delivered a
20x increase in purchase intent by those exposed to messaging, which is
a 500% increase over the CPG average for mobile ad engagement. This data
is consistent with a previous inMarket study, released in June, that
showed consumers are 19x more likely to engage with an advertised
product in-store after receiving an in-store engagement.
American Craft also experienced a 36% increase in brand awareness
and a lift in overall sales. The campaign, which ran from April-June
2014 across the top 10 U.S. markets, achieved 6,000 in-store engagements
in its first 48 hours.
“We started experimenting with location-based technologies and increased
focus on mobile a year ago, recognizing that location is key to engaging
with our consumers,” said David Ervin, Director of Integrated Marketing
for Hillshire Brands. “We are excited to pave the way in the
beacon space and change the conversation CPG brands are having by
challenging the market."
Having identified that the target consumer for American Craft
Link Sausage was less likely to bring in and redeem traditional print
coupons in stores, Hillshire Farm, BPN and inMarket designed a
mobile-first campaign that leveraged beacon and geofence technology to
identify potential customers’ in-store and serve them relevant, timely
information that they could use immediately to shop. Consumers were
alerted of American Craft in-store, and were offered them the
opportunity to add the product to their shopping list, earn points for
engaging with the product or coupons for purchase.
“At BPN, we employ a Radical Commonsense approach to find new and
improved ways to best reach consumers in non-traditional manners, to
further our clients in market,” said Chris Hiland, Chief Strategy
Officer, BPN. “By engaging with shoppers while they are in-store in a
timely and relevant manner, we are elevating the conversation past
seeing a traditional advertising to shifting the discussion to include
our clients into consumers everyday actions.”
“We’ve been partnering with the world’s most forward-thinking CPGs and
agencies to drive increased sales via mobile-at-retail since 2010. Now,
we’re using that experience to provide 40 million beacon-enabled
shoppers with a better in-store experience,” said Todd Dipaola, CEO,
inMarket. “Hillshire Brands and BPN are two of the most
innovative companies with how they market to their consumers, we love
expanding the frontiers of mobile with partners like them.”
BPN is a full-service planning and media buying agency that is part of
the IPG Mediabrands global network. Fueled by our Radical CommonSense
business philosophy, our mission is to build audience engagement across
all touchpoints by pro-actively managing the client’s media investment
and constantly adjusting to market conditions. BPN currently has 36
offices in 28 countries, partners with more than 200 clients worldwide
and manages over $1 billion in annual billings. For more information
please visit www.bpnww.com
or follow us @bpnworldwide.
About IPG Mediabrands
We were founded by Interpublic Group (NYSE:IPG) in 2007 to manage all of
its global media related assets. Today that means we manage and invest
$37 billion in global media on behalf of our clients, employ over 8,500
diverse and daring marketing communication specialists worldwide and
operate our company businesses in more than 130 countries.
A proven entity in helping clients maximize business results through
integrated, intelligence-driven marketing strategies, IPG Mediabrands is
committed to driving automated buying, pay-for-performance and digital
innovation solutions through its network of media agencies including UM,
Initiative, BPN, Orion Holdings, and ID Media. Its roster of specialty
service agencies including MAGNA GLOBAL, Ansible, Mediabrands Audience
Platform, Mediabrands Publishing, IPG Media Lab, Ensemble, and Identity
offer technologies and industry moving partnerships that are recognized
for delivering unprecedented bottom line results for clients.
inMarket runs the world’s largest mobile shopper marketing platform, and
built the world’s largest beacon network via its Mobile to Mortar™ (M2M)
platform for apps and retailers. By reaching consumers at the perfect
time through the world’s most popular shopping apps, inMarket delivers
engagement when it matters most and dramatically lifts client sales.
Clients such as Coca-Cola, Kraft, Levi’s, Nestlé, and Procter & Gamble
have launched hundreds of successful in-store campaigns with inMarket.
M2M beacon-capable apps include Key Ring, Epicurious, Zip List,
CheckPoints and List Ease. For more information about inMarket, please
About Hillshire Brands
The Hillshire Brands Company (NYSE: HSH) is a leader in branded,
convenient foods. The company generated approximately $4 billion in
annual sales in fiscal 2013, has more than 9,000 employees, and is based
in Chicago. Hillshire Brands’ portfolio includes iconic brands such as
Jimmy Dean, Ball Park, Hillshire Farm, State Fair, Sara Lee frozen
bakery, Van’s Natural Foods and Chef Pierre pies, as well as artisanal
brands Aidells, Gallo Salame and Golden Island premium jerky. For more
information on the company, please visit www.hillshirebrands.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140723005923/en/
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