Consumer Products Superbowl Case Study
During the lead-up to the Super Bowl, sales of Hormel’s chili products were attributed directly to the campaign, and consumers engaged with the sweepstakes promotion to create increased brand exposure.
Challenge
Hormel saw an opportunity to promote its line of chili products and capitalize on increased grocery shopping activity leading up to the Super Bowl. Hormel wanted to deploy three creative variations and user experiences that each required a qualified target audience to ensure consumer engagement:
• Microsite promoting football-themed sweepstakes and chance to win a Hormel-branded jersey (Targeted football fans, Super Bowl viewers)
• Coupons.com landing page with various Hormel Chili savings opportunities (Targeted price-sensitive shoppers)
• Customized shopper marketing display unit with add-to-cart functionality (Targeted lapsed Hormel Chili buyers using a custom IRI segment)
Additionally, the campaign needed a sales revenue measurement solution to quantify the ROI of Hormel’s digital media budget across the six-week flight and show the impact of the sophisticated creative messaging strategy.
Success
Collaboration between KORTX, Hormel and their creative agency ensured cohesion across all aspects of the digital media strategy. During the lead-up to the Super Bowl, sales of Hormel’s chili products were attributed to the campaign and consumers engaged with the sweepstakes promotion to create increased brand exposure. KORTX achieved the holistic objective of matching multiple target audiences with unique creative messaging and landing page experiences, highlighting the importance of cross-team collaboration and strategic alignment between media and creative.
Results
The combination of a unique creative strategy and KORTX’s digital media expertise ultimately delivered a 4.3x ROI for Hormel Chili’s Super Bowl campaign which surpassed the previous year’s performance by 110%.
4.3X
ROI
