Thomas’ Bagel Thins Achieve Rich Results:

Thomas’ bakers (the English muffin people) recognized that many consumers want the taste and texture of bagels, but don’t necessarily want all the calories that go along with them. So in early 2010, they launched Bagel Thins bagels, a breakfast favorite with less guilt.

Goal: Drive Sales, Increase Awareness

Consumers were attracted to Bagel Thins bagels because of its 110 calorie count, but research showed they stayed with the product for its taste. But many were hesitant to try. For bagel fans – could a thin bagel really deliver a true bagel experience? For calorie counters – could a bagel be guilt-free? Given this dynamic trial and recommendations were key. So Thomas’ included a BzzCampaign as part of their integrated media plan designed to grow brand share.

The campaign was tasked with converting product trial to sales, and Thomas’ needed proof of that impact. So BzzAgent partnered with SymphonyIRI Group to run a Matched Market Test analysis (Test and Control) to measure the sales lift and ROI directly attributable to the BzzCampaign.

Campaign Strategy: Exclusive Experience and Product Trial

The BzzCampaign engaged 10,000 consumers, 18+ who identified themselves as health conscious. Because of the Matched Market Test analysis, the program excluded people who lived in two control markets, but opened participation to eligible Agents in other markets where the product was available. As with all BzzCampaigns, participants were selected from BzzAgent’s network of influential brand advocates and Agents needed to opt-in to join the program.

Since trial was an essential part of this campaign all participants received one free coupon to spur immediate purchase. The mailing also included:

• A printed collateral piece, the BzzGuide, with detailed product information and tips for spreading the word
• 4 pass-along coupons
• 3 Thomas’ magnets to use and share

Results: Sales Lift, Positive ROI

Agent response to the Thomas’ Bagel Thins bagels was overwhelmingly positive. 90% of Agents reported a positive opinion at the end of the campaign and they submitted over 1,700 reviews with 4+ stars. Agents were aligned with the Bagel Thins value proposition, loving the calorie count and its true bagel taste and texture.

The campaign reached over 1 million people via in-person and online conversations. Facebook, Twitter and blog posts – coupled with reviews on amazon.com and videos on YouTube– earned Thomas’ bakers coveted consumer-generated media that supported their paid and owned channels.

Nielsen BuzzMetrics tracked an increase in online conversations about the Thomas’ brand and Bagel Thins bagels, corresponding directly with the campaign timing. The campaign also increased positive sentiment for Bagel Thins by 10 %.

All of this activity directly impacted product sales. The Matched Market Test analysis, conduced by SymphonyIRI Group, analyzed in-store sales data to measure the lift in sales volume and units sold in test markets. Based on this sales impact, they calculated the ROI for the campaign.

The results from this analysis proved:

• A positive lift in sales volume during a 12-week period (during and immediately following the campaign period)
• On average, each Agent influenced double-digit purchases
• A positive return on Thomas’ Bakers BzzCampaign investment

This third-party validated sales data, coupled with extremely strong coupon redemption rates- nearly 2X greater than standard coupon redemption, ensured the client team was highly satisfied with the results of their BzzAgent program.

Generated Tens of Thousands of Trials and Increased Purchase Intent:

Constellation, a premium wine company, created their Black Box wine; a fine wine that’s a great value, convenient and environmentally friendly. Unlike a corked glass bottle that spoils after a few days after being opened, Black Box wine remains fresh for a minimum of 4 weeks prior to being opened- and it’s much cheaper than glass resulting in more quality wine for less.

Goal: Increase Reach and Awareness, Drive Trial

Black Box wine hopes to drive Agent trial of their product as well as drive adoption of it.

Campaign Strategy: Sample Experience, Target

BzzAgent targeted 1,988 Agents ranging from 30-45 years old with a HHI of $50,000+ living in select US markets and consume wine each week. They were sent a Bzzkit including:

• Mail-in rebates for Black Box wine
• Black Box branded items- including a display case and carafes
• A BzzGuide with product information and activities focused on Agent-hosted parties to drive high volume trial

Results: Reach, High-Volume Trial, Brand Perception

The campaign generated tens of thousands of trials through Agent-hosted parties that introduced the wine to friends in a personal social setting.

Reach

• Over 327,000 people via in-person and digital conversations
• Each Agent influenced 164 conversations (Well over the BzzAgent average)

High-Volume Trial

• Over 1,500 Agents hosted parties with 12 guests on average
• Parties yielded over 19,000 trials of Black Box Wines

Brand Perception

• Increase purchase intent for Black Box by 41 percentage points from pre to post- campaign
• 68% of participants indicated they were very likely to purchase the brand after the campaign ended

Sweet Sales Results for McNeil Nutritional’s SPLENDA:

When consumers want something sweet but don’t want the calories from real sugar or the artificial taste of other sugar alternatives, they should look no further than SPLENDA®. SPLENDA® is made of sugar and tastes like sugar, but it’s not sugar. And it has only a fraction of the calories.

Goal: Build Awareness, Trial and Advocacy

While SPLENDA® was launched – and invented – in the UK in 2002, by mid-2010 many consumers had yet to adopt it. Well-entrenched competitors still captured share of mind and mouth.

McNeil, the makers of SPLENDA®, knew that when consumers tried SPLENDA® they loved it, recommended it and continued to use it.

So when they launched convenient, portable SPLENDA® Minis, McNeil included a BzzCampaign as a component of the launch plan. The influential recommendations and earned media generated through the BzzCampaign were tasked with driving bottom of the funnel impact: trial, consideration and purchase.

Campaign Strategy: Exclusive Experience and Product Education

The BzzCampaign engaged 9,200 highly targeted women. Using the 240+ data points on consumers in our Agent network, we identified different segments that fit the brand profile – those open to low-calorie sweeteners, diabetics and an interest in cooking, fitness and health. By leveraging the BzzAgent network, SPLENDA® ensured participation among influential brand advocates, those consumers who create and share brand content more frequently than the average person.

Trial was an essential part of this campaign, so all participants received a mailing with product samples to encourage trial and lots of sharing.

Education was also essential. Consumers needed to understand both how SPLENDA® is made and its key points of differentiation to most effectively support consideration and adoption. So participants also received a recipe booklet and BzzGuide with product information and tips for spreading the word.

Results: Strong Reach and Customer Acquisition

Agent response to SPLENDA® was very positive; 87% of participants reported a positive opinion of the brand at the end of the campaign, an increase of 50 percentage points from pre to post-campaign. Agents submitted over 4,000 product reviews to BzzAgent; 86% had a rating of 4+ stars.

The campaign reached over 860,000 people via in-person and online conversations. Over a third of these conversations happened on Facebook, Twitter and blogs, and Nielsen BuzzMetrics measured a lift in the volume of online mentions of SPLENDA® during the campaign period.

These conversations reinforced the key brand messages – fraction of the calories and different formats to use anywhere. Paired with high-volume trial (Agents sampled SPLENDA® with over 45,000 people) the campaign helped to overcome skepticism and barriers to adoption.

In the end, survey data projected strong sales performance from the BzzCampaign with:

• Over 68,000 net new customers for each of the two products – SPLENDA® Granulated and SPLENDA® Minis
• 350,000+ total purchases annual purchases