Whisps

With the Super Bowl just weeks away, we had to break through a blitz of snack ads, with limited time + budget. This meant crafting + executing a single TV spot AND full creative social/media campaign to support the national launch all in a matter of days.

With a strategic insight centered around low-guilt indulgence, we set out to seize attention amidst tent-pole social events, like the Super Bowl, Grammy’s + Oscars.

We doubled down on their target audience of women / moms 25-54 who care about nutrition but also over-index on snacking. This audience tends to avoid carbs, so our snack was positioned as a one-carb, one ingredient, zero guilt snack. By leveraging our mom-audience search data, we noticed huge upticks in searches related to “diet” in the days after these large social-gathering events in pop culture, all of which happen to be big-time binge-eating holidays. This seemed like our best opportunity to serve up the Whisps zero-guilt message to massive audiences for a fraction of the cost, post-event, when our audience was looking to atone for indulging. We blitzed the social sphere with funny, relatable, meme-like content designed to spike brand awareness, prompt sharing, and drive them to buy and try Whisps. Using a programmatic video approach coupled with a custom PMP, we were able to reach our audience on lifestyle and celebrity gossip sites like BuzzFeed + Mashable, where we knew they’d be the day after our tentpole events. We then re-targeted those who engaged with our ads with messaging that reiterated all the reasons to buy. Ads were Geo-targeted within three miles of store locations, to maximize ROI.

This 6-week national campaign spread some cheddar. +2 Units per store per week + 18% Increase in Total Sales + 3:1 Return on Media Investment