Hapa Facebook Ad Case Study

7/31/2019 Hapa Facebook Ad Case Study

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Advertising Case Stud

Anders B. Ingebrigtsen, Product Manager, O. Kavli Norway

HapCompany Background

Kavli is one o Norways largest and most

international ood groups, with 600 employees

and a turnover o around NOK 1.4 billion. Kavli

acquired the Hap brand rom Nestl in April 2009.

HaP is a delicious chocolate spread and one o the

oldest and most traditional brands in the category,

dating back to 1949. Hap has a strong brand value

amongst the Norwegian population, around 90%

are aware o the brand name. The product has a

broad target group, with an emphasis on the 20-35

age group and a slight predominance amongst men.

Objective

Hapa is an example o a beloved Norwegian

product; so beloved that when previous owner,

Nestl, announced it was going to discontinue it,

Hapa lovers launched a Facebook movement to

keep the product in production. Kavli recognises

this consumer-led action as the reason that the

product remains on grocery shelves today.

As Hap spread was previously considered old

and boring, the company wanted to revitalise

its brand proposition to be relevant to younger

consumers. The company made the strategic

decision to reinvigorate the brand to represent

playulness and un, and Kavli, Haps agency,

knew there would be loyal supporters on Facebook

who would respond to this new brand image.

Facebook Executive SummaryClient:

Objective: Link Hap to the Norwegian

rock-paper-scissors championships and

generate trafc to the Hap campaign

website

Solution: Two-week Facebook

advertising campaign with eventads and polls aimed at the target

group o 20-35 year olds in Norway

Key Lessons:

UsingFacebook,itispossiblefor

a manuacturer and supplier

company to communicate directly

with its target group

FacebookAdscangenerate

engagement with a product and

infuence the publics brand

associations

Facebookcanbeanimportant

tool or identiying consumer

preerences and wishes

For Hap, Facebook is an important part of thestrategy, as we have direct contact with

consumers through Facebook. The fact thatthe product still exists is also the result of

the consumers activity on Facebook.


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To communicate Haps new brand values, Kavli

chose to associate Hap with the Norwegian rock-

paper-scissors championships. In autumn 2010,

Kavli ran a campaign or Hap on Facebook. The

overall goal was to create associations between theHap brand and the Norwegian rock-paper-scissors

championships. Alongside this, the campaign aimed

to generate trac to Haps own campaign website.

Approach

During the run-up to the Norwegian rock-paper-

scissors championships, Kavli ran a Facebook

advertising campaign or Hap that ocused on the

target group o people aged 20-35 and residing in

Norway. This target group was reached by using

Facebooks age lter as a tool. Facebook users in

this target group were introduced to three types o

ads: event ads, polls and ordinary ads.

The ads gave Facebook users the chance to interact

and make contact with the Hap brand directly.

The ads guided users to Haps own campaign

website, where they could play rock-paper-scissors

with riends, orm their own groups and set up their

own tournaments. The winner got the chance torepresent Norway in the world rock-paper-scissors

championships in Canada.

Results

DuringHapscampaign,theFacebookads

generated 28,536 actions. In total, the ads

were clicked 8,772 times and had around

1.6 million impressions. The ads were

run on two occasions during the weeks

commencing August 9 and 16, 2010

Thecampaignimmediatelyledtoanincreasein

sales during the campaign period.

Shop activity was also combined with the

campaign. Sales increased by approximately

4.8 percent during the campaign period

compared with the same period in 2009


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Topline Brand Impact Results

ThenumberoffansonHapsownfan

page went up rom around 1,000 to

around 6,500 during the campaign period

According to an internal study conductedby Facebook, the campaign shited opinions

o users across all metrics examined: ad

recall, campaign awareness, campaign brand

association, brand recommendation, brand

avourability and purchase intent.

The Future

The success o the campaign has made Facebook an

important part o Haps strategy. The act that the

product still exists is also the result o activity on

Facebook, through the consumer-generated action

that saved Hap rom closure. As such, Facebook has

become a very essential and important platorm to

the brand and will continue to be going orward.

Ad Recall Yes Campaign Awareness Yes Campaign Association Hapa

People exposed to Facebook campaign

People randomly selected not to see Facebook campaign

Documents

Hapa Facebook Ad Case Study