To reach millennials, Hillshire Snacking skips traditional media and goes straight to native video.
Hillshire wanted to reach millennial foodies and other frequent snackers, in order to gain market share in the protein snacks category.
Media consumption habits are changing fast, especially among young adults ages 18 to 34. So how can Hillshire reach Millennials if they aren’t watching TV?
For the first time, Hillshire skipped TV to reach Millennials through online platforms such as Facebook, Instagram and Sharethrough.
Content Engagement Ads and Video View Ads.
Female focused channels such as Arts & Entertainment, Food & Drink and Style & Fashion on desktop, tablet and mobile.
Hillshire used 3 different videos featuring Andy Cohen, Chef Dale Talde and the product.
Hillshire increased awareness with video views
Instant play views from Video View Ads
Viewable impressions from Content Engagement Ads
Overall engagement rate across all videos
With Content Engagement ads, The “Meat Up” video had a 9% higher engagement rate than the other videos
Using Video View Ads, all 3 videos had a similar completion rate at 50%
Leverage video ads outside of TV
Use Video View Ads to earn cost efficient views of your video and Content Engagement Ads to increase engagement.
Test multiple headlines and thumbnails. Hillshire boosted engagement rate by 10% using creative optimization.
Use context words in your headline to increase impression value and engagement rates.
Advertising Age 2016
Hillshire Snacking Skips Traditional Media in New Campaign