Objectives

Hidden Valley created the "Twist on Tonight" digital campaign to reach our "Mama Rancher" target during crunch time, the busy window between after school and bedtime. Leveraging multimedia content to deliver easy-to-follow recipes paired with family-friendly activities, the campaign's mobile component delivered mealtime activities and ideas straight to her smartphone via rich media messaging (RMM), engaging her right where she was, whether at work, home, or the store.

We collaborated with a panel of key mom influencers to create fun, shareworthy content that our target would find helpful and engaging when she's meal planning. While working to reach the target with this relevant, appealing content, Hidden Valley successfully:

• Built new relationships, engaged with brand loyalists, and encouraged social sharing of our content, resulting in 1,305 #twistontonight posts for 630,000 impressions on Facebook, Twitter and Pinterest
• Established and built the brand's mobile database, with 3,720 total mobile opt-ins
• Launched the first mobile program by a Clorox brand (parent company to Hidden Valley)
• Inspired consumers to use Hidden Valley products in new ways, while helping make crunch time more enjoyable, through unique recipe and activity pairings
• Secured 1.9 million impressions from trade media coverage

Strategy and Execution

How do you deliver a brand message into a consumer's hand when she, quite literally, has her hands full? The Hidden Valley target, the "Mama Rancher," is busy; she's a young mom working hard to build a solid foundation, both on and off the dinner table, for her family. Particularly during crunch time, the window between after school and bedtime, she's hard to reach. Yet while she's shuttling kids to sports practice and overseeing homework, she's also making crucial purchasing decisions at the grocery store. Recognizing the role its products play in the kitchen, Hidden Valley aimed to position itself as a solution for these busy moms, one that helps put dinner on the table with easy, delicious recipes that also offer nutritional value. Based on these insights and brand goals, Hidden Valley set out to determine the best method to deliver its message, in addition to the types of content that would interest our target and encourage her to choose Hidden Valley while she's meal planning.

Hidden Valley created the "Twist on Tonight" digital campaign to reach the Mama Rancher during crunch time, leveraging multimedia content to deliver easy-to-follow recipes paired with family-friendly activities. The campaign's mobile component delivered mealtime activities and ideas straight to her smartphone via rich media messaging (RMM), engaging her right where she was, whether at work, home, or the store.

While working to reach the Mama Rancher with relevant, appealing content, Hidden Valley also set out to:

• Build relationships and engage with brand loyalists, encouraging social distribution through sharing functionality so recipients could seamlessly post to their channels
• Establish and build Hidden Valley's mobile database
• Launch the first mobile program by a Clorox brand
• Inspire consumers to use Hidden Valley products in new ways by showcasing the products' versatility to as ingredients in delicious meals and snacks
• Secure media coverage emphasizing innovative use of technology

Key insights led us to target the Mama Rancher with this mobile program:

• Texting is the number one mobile activity of the target demographic (92 percent of women ages 30-49 send or receive texts, based on 2012 Pew research)
• Mobile RMM has a 97 percent open rate and consumer recipients are 2x more likely to engage with our brand

Hidden Valley worked with Iris Mobile, the first-of-its-kind mobile marketing platform that enables brands to use RMM, a patented technology that delivers device-optimized rich content like image, audio, and video. We opted to use RMM as engagement rates are the highest in the industry.

We collaborated with a panel of key mom influencers to create fun, shareworthy content that our target would find helpful and engaging. Together with these influencers, Hidden Valley developed twelve weeks' worth of content, and delivered one to our database each week, via RMM. Snappy copy tied family activities to easy, kid-friendly Hidden Valley recipes, helping parents see dinnertime as an opportunity for bonding rather than a burdensome obligation. A few examples:

• Mexican Fiesta Night: A recipe for guacamole turkey tacos and craft project for DIY maracas
• Scavenger Hunt: A munch-worthy recipe for ranch trail mix and an activity to make your own scavenger hunt throughout the house

Media