Hillshire

To reach millennials, Hillshire Snacking skips traditional media and goes straight to native video.



Goal

Hillshire wanted to reach millennial foodies and other frequent snackers, in order to gain market share in the protein snacks category.

Client Hillshire
Industry Food & Beverage
Sharethrough Ad Type Video View Ad

Challenge

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?

Approach

For the first time, Hillshire skipped TV to reach Millennials through online platforms such as Facebook, Instagram and Sharethrough.

Ad Format

Content Engagement Ads and Video View Ads.

Targeting

Female focused channels such as Arts & Entertainment, Food & Drink and Style & Fashion on desktop, tablet and mobile.

Creative


 Hillshire used 3 different videos featuring Andy Cohen, Chef Dale Talde and the product.

> VIEW DEMO

Results

Hillshire increased awareness with video views

1.7M

Instant play views from Video View Ads

20.3M

Viewable impressions from Content Engagement Ads

.77%

Overall engagement rate across all videos

9%

With Content Engagement ads, The “Meat Up” video had a 9% higher engagement rate than the other videos

50%

Using Video View Ads, all 3 videos had a similar completion rate at 50%

Insights

Leverage video ads outside of TV

1

Use Video View Ads to earn cost efficient views of your video and Content Engagement Ads to increase engagement.

2

Test multiple headlines and thumbnails. Hillshire boosted engagement rate by 10% using creative optimization.

3

Use context words in your headline to increase impression value and engagement rates.

Advertising Age 2016

Hillshire Snacking Skips Traditional Media in New Campaign

> Read Article