Branded Entertainment - Strong Advice Original Webisode
Pactiv Corporation, makers of Hefty One Zip food bags and Hefty plates, bowls, cups and trash bags, sought an innovative approach to better connect with women/primary grocery shoppers, grow the Hefty Facebook fanbase, deliver prints of online coupons and drive sales.
Over the past five years in our Santa Monica, CA studios, matrixx has created and produced some of the most successful branded entertainment television and web series. To engage consumers and deliver the key Hefty messaging of strength and value, matrixx developed an original webisode featuring noted online personality and blogger, Laura Thornquist.
matrixx integrated product attributes and branding throughout the content, with helpful tips to save money and have more fun at family gatherings. The premiere was timed for the key 4th of July grocery shopping period.
To view the webisode, "CLICK TO PLAY" in the image above
Utilizing an extensive network of online distribution built over several years and leveraging deep relationships with the largest and most influential bloggers and vloggers, matrixx delivered over 780,000+ views, 13,000+ new Facebook fans, and 450 blogger and vlogger posts reaching 3 million+ unique monthly readers in just TWO weeks.
Utilizing extensive online targeting and social media activation to reach the "ideal" consumer and drive trial, 50,000+ $1-off coupon prints were delivered. These coupons generated a staggering 26% redemption, versus the typical 1% redemption of a newspaper free standing insert (FSI). With the outstanding results of this campaign and proven ROI, more original content and social media projects are in the works.