February 2015 Video Content. 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47.

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Presentation transcript:

February 2015 Video Content

133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/150 1 Freshpet: A rapidly growing challenger brand with only 17% awareness

133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/150 The Challenge: Drive Awareness, Purchase Intent via Digital 2 Could Digital Beat TV KPIs?

133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ : The Year of Test & Learn 3 My advice is to invest in tennis balls. They have a high rate of return.

133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/150 We took big risks… 4

133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/150 Impressions Engagements Site Traffic Store Locator Visits That lead to big rewards. 5 But most importantly… We proved that digital works % + 17,000% + 285% + 468%

133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/150 So What did We Learn? 6

133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/150 7

133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ Culture leads creative. 2. Speed to market matters. 8

133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ PR is everything. 9 Over 250+ placements per video = Over 94% organic views

133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/150 10

133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ Facebook is the new YouTube (But YouTube still matters) million views 98% organic 34,852 shares 20 million views 99% organic 515,000 shares

133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ Video Content CAN drive Sales GRPs = 15% sales lift 1/5 GRPs = 2% sales lift Digital equates to ¼ cost of GRPs & ¼ Sales Lift

133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ Less branding CAN be more 13 Our highest test scores to date*

133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ /161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/ /68/ Thank

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