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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.

Published byRoland Patrick Modified over 9 years ago

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Presentation on theme: "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."— Presentation transcript:

1 February 2015 Video Content

2 133/161/59 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 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 1 Freshpet: A rapidly growing challenger brand with only 17% awareness

3 133/161/59 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 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 The Challenge: Drive Awareness, Purchase Intent via Digital 2 Could Digital Beat TV KPIs?

4 133/161/59 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 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 2014: The Year of Test & Learn 3 My advice is to invest in tennis balls. They have a high rate of return.

5 133/161/59 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 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 We took big risks… 4

6 133/161/59 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 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 Impressions Engagements Site Traffic Store Locator Visits That lead to big rewards. 5 But most importantly… We proved that digital works. + 202% + 17,000% + 285% + 468%

7 133/161/59 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 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 So What did We Learn? 6

8 133/161/59 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 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 7

9 133/161/59 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 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 1. Culture leads creative. 2. Speed to market matters. 8

10 133/161/59 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 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 3. PR is everything. 9 Over 250+ placements per video = Over 94% organic views

11 133/161/59 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 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 10

12 133/161/59 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 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 4. Facebook is the new YouTube (But YouTube still matters). 11 8 million views 98% organic 34,852 shares 20 million views 99% organic 515,000 shares

13 133/161/59 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 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 5. Video Content CAN drive Sales 12 100 GRPs = 15% sales lift 1/5 GRPs = 2% sales lift Digital equates to ¼ cost of GRPs & ¼ Sales Lift

14 133/161/59 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 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 6. Less branding CAN be more 13 Our highest test scores to date*

15 133/161/59 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 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 133/161/59 74/117/43 244/209/47 141/96/29 236/186/65 218/155/58 197/33/42 63/156/217 111/68/150 14 Thank You! @katieltyson katieltyson@gmail.com

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