Best Use of Video in a Social Media Campaign← Go back to category
Live From The Line
Pinnacle Foods/Weber Shandwick/Jun Group
Feb. 21, 2012
- Best Use of Video
Team members: Brandi Unchester - Senior Brand Manager, Frozen and Refrigerated Breakfasts, Mitchell Reichgut - Founder and CEO, Lauren Danis - Senior Vice President
About this entry
Wanting to let America know that their frozen pancakes are made just like homemade, Aunt Jemima Frozen Breakfast, a Pinnacle Foods Brand, brought its "just like homemade" story to life through its first-ever video-propelled social media campaign.
The case for why this entry should win a Shorty
Aunt Jemima Frozen Breakfast wanted to let America know that their frozen pancakes are made just like homemade in their big kitchen in Tennessee. The team of dedicated, veteran employees uses real ingredients, pours the batter on a cast-iron griddle, waits until the pancakes bubble around the edges and then flips them – just like families do.
The Live from the Line campaign was a breakthrough in social video advertising that's paved the way for numerous campaigns that have followed in its footsteps. Prior to this campaign, "social video" was largely synonymous with "viral video," and brands that used it were lifestyle brands, seeking to connect with younger consumers via clever or outrageous antics.
Live from the Line changed all that. The videos were filmed on location at the Aunt Jemima plant in Tennessee, and they featured real employees showing the brand's "just like homemade" ingredients. The mom-targeted content was not typical viral video fare, and yet it drove well over 1 million opt-in video views. The campaign's success paved the way for dozens of other CPG, auto, and fashion & beauty advertisers who now regularly use social video to reach targeted user groups and generate consistent and measurable sharing and social activity.
To bring the brand's "just like homemade" story to life and take the mystery out of how they're made, Aunt Jemima Frozen Breakfast, a brand of Pinnacle Foods, committed to its first-ever video-propelled social media campaign.
Aunt Jemima Frozen Breakfast launched the first social video series in February 2011 starring real employees. The first video told the story of how every batch of Aunt Jemima Frozen Pancakes are made.
The campaign was supported by an extensive online ad component and traditional media relations, led by Weber Shandwick, to drive people to the Aunt Jemima Frozen Breakfast Facebook page, @LiveFromTheLine Twitter handle and video series. Coupons and recipes were also available on the Facebook page.
The video on the Facebook page drove more than 65,000 views in the first month-and-a-half. In addition, it has generated nearly 435,000 views on YouTube to date. The video syndication via paid social and mobile channels, led by social video platform company Jun Group, also drove more than 800,000 user-initiated views. The syndication effort drove nearly 5,000 social interactions, including visits to the Aunt Jemima Frozen Breakfast Facebook page, Facebook shares, comments and “Likes,” email sharing and tweets.
Upon and after viewing the video, the Facebook page promotion drove 10,000 fans in the first hour and nearly 28,000 fans in one day.
Facebook fans that engaged with the video could also unlock a coupon for product, of which 47,000 were given out – 10,000 in just the first hour.
Finally, the response from the social video led to the brand’s first TV advertising spot since 2006. The TV spot aired in select markets this past summer.
Aunt Jemima Frozen Breakfast Facebook page: http://www.facebook.com/AuntJemimaFrozenBreakfast
Twitter handle: https://twitter.com/auntjemimafrozn
YouTube page: http://www.youtube.com/user/AJFrozenBreakfast#p/a