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This presentation describes how haag
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Presented By:Erica CampbellKevin Hawkins
Daniel SallersonJasmine Stewart
•Save The Honey Bees
Stung by lack of relevance with consumers, Häagen-Dazs tapped Ketchum to create HD loves HB
“a honey of a campaign” •Connect with consumers in authentic way•Maintaining HD’s philosophy•Raise awareness of under-reported yet critical cause (Colony Collapse Disorder) •Reignite consumer passion & boost annual sales growth
HEL
P
Research
•Ketchum and Häagen-Dazs used focus groups
•“We’re in this together”
•Strategy: ADVOCATE, RAISE AWARENESS, ENGAGE
•Public: men and women ages 35-54 with children, are active, have an affluent urban or suburban lifestyle
•What they found: HD consumers care about what they eat, and where it cam from
Action
•Häagen-Dazs plan “create an emotional connection”
•Create an engaging relatable campaign
•40% of the flavors come from plants that are pollinated by honey bees
•Become the first to advocate for the “save the honey bee” cause
Communication
• Donating to Penn State & University of California Davis
• Launch of new flavor “Vanilla Honey Bee”
•Getting credible scientist involved
•“Media Multiplier”
Evaluation
•Return on investment
•Measurement of Message Exposure
•Measurement of Audience Awareness
•Measurement of Audience Action
Analysis
• Original Effective & Innovative
•Interactive and Creative
•Raised Awareness for an Obscure cause
•Was centered on helping, not just profiting
•A “bee-utiful” campaign
Make Your Own Bee
•Do The Honey Bee
Join The Cause