Hillshire Snacking Serves Up Snackable Content with Facebook and Instagram Advertising
The Challenge
When Hillshire Snacking’s marketing team wanted to create a splashy launch for their new gluten free grilled chicken and small plates of salami with cheese and toasted bread and offerings, they sought the help of Kinetic Social to live stream content from their buzzy Snack Week event featuring high-profile celebrities, food bloggers, and social influencers. For this campaign, our team leveraged Facebook and Instagram campaigns, targeting ‘snackaholic moms’ between the ages of 25-54. These platforms were ideal for the marketing team’s objectives, offering the best real-time advertising.
The Strategy
Having worked with Hillshire Snacking in …show more content…
Photo Ads: These ads appear in the Newsfeed. Users can like, comment and share, the post, just like unsponsored page posts.
Kinetic also promoted content from celebrities, food bloggers, and influencers who attended the event, targeting their followers to boost awareness. This tactic gave the campaign a more organic feel so audiences treated the content less like an ad. We further optimized this campaign by leveraging our Multivariate Testing (MVT) tool, which regularly tests new targeting tactics and creative combinations as well as monitoring performance in real-time to make optimizations around the best-performing audiences, ad units and targeting tactics.
Results
Hillshire Snacking saw excellent numbers across all ad types and the campaigned performed above industry benchmarks. On Facebook, influencer content earned the highest ER (Engagement Rate) of 5.5%. While brand-generated content still garnered an above-average engagement rate of 4.3%.
On Instagram, influencer content again earned the highest ER (10%). Hillshire Snacking noticed that followers who were served video content on Instagram had a higher completion rate—doubling the CPG’s pre-set
The Challenge
When Hillshire Snacking’s marketing team wanted to create a splashy launch for their new gluten free grilled chicken and small plates of salami with cheese and toasted bread and offerings, they sought the help of Kinetic Social to live stream content from their buzzy Snack Week event featuring high-profile celebrities, food bloggers, and social influencers. For this campaign, our team leveraged Facebook and Instagram campaigns, targeting ‘snackaholic moms’ between the ages of 25-54. These platforms were ideal for the marketing team’s objectives, offering the best real-time advertising.
The Strategy
Having worked with Hillshire Snacking in …show more content…
Photo Ads: These ads appear in the Newsfeed. Users can like, comment and share, the post, just like unsponsored page posts.
Kinetic also promoted content from celebrities, food bloggers, and influencers who attended the event, targeting their followers to boost awareness. This tactic gave the campaign a more organic feel so audiences treated the content less like an ad. We further optimized this campaign by leveraging our Multivariate Testing (MVT) tool, which regularly tests new targeting tactics and creative combinations as well as monitoring performance in real-time to make optimizations around the best-performing audiences, ad units and targeting tactics.
Results
Hillshire Snacking saw excellent numbers across all ad types and the campaigned performed above industry benchmarks. On Facebook, influencer content earned the highest ER (Engagement Rate) of 5.5%. While brand-generated content still garnered an above-average engagement rate of 4.3%.
On Instagram, influencer content again earned the highest ER (10%). Hillshire Snacking noticed that followers who were served video content on Instagram had a higher completion rate—doubling the CPG’s pre-set