How do you connect consumers throughout the country to a brand at retail when the products each retailer carries is different? With a hyper targeted digital campaign that encourages trial of specific products at specific grocery stores. Breakfast Better with Jones communicates product attributes along with a coupon offer so consumers could taste for themselves just how much better breakfast can be when it includes Jones.
In addition to Facebook and Paid Search ads, a total of 63 videos were produced to highlight the specific products sold and specific retailers. This hyper focus has resulted in a 50 percent view rate compared to the average view rate of 15 percent.
Facebook and YouTube encouraged videos to go to a targeted landing page that encouraged trial by providing a coupon for the retailer in that viewer’s market. So far, the campaign has experienced a 45 percent conversion rate.