Made Right Here is a content partnership with Maxwell House, celebrating the businesses and people who make good things, right here in America.
As Maxwell House continued its rejuvenation journey, we identified a guiding insight: our Maxwell House consumer has a deep, emotional connection with coffee; however, they generally lack this connection with Maxwell House as a brand.
Taking ownership of this challenge, the team sought out to establish an emotional connection with Maxwell House and introduce our consumer to an evolved brand personality*. With this, along with the objectives of driving increased brand engagement and shifts in brand perceptions, Maxwell House partnered with Made Right Here to produce a series of ten webisodes that offered a documentary-style, under-the-hood look at how things are made, and showcased the hard-working people across the country that make them. The series included Maxwell House in Jacksonville, Fla., where generations of employees dedicate their days – and nights – to carefully crafting a cup of coffee that is Good to the Last Drop every time.
The partnership was passionately received by our Maxwell House consumer. Maxwell House grew $ share each and every month, while the program aired from Sept '14 - Dec '14. Made Right Here generated over 5.6MM video views and surpassed industry benchmarks on video conversion. We grew our social following while improving social sentiment from 2:1 to 7:1! The team started with great video content, and by featuring it at the center of every aspect of the campaign, we saw phenomenal results!
Program
With the objective of driving increased brand engagement and shifts in brand perceptions, the team launched the program on Labor Day weekend, a fitting occasion to kick-off a tribute to the passion of American workers. The Made Right Here program deserves to win best use of video not only because of the incredible results of the overall program, but most importantly because video anchored the program and was the hero throughout. We created 23 videos of custom content from the ground up, amassing over 5.6MM views half of which came within social channels. Within the program hub, ad units, sweepstakes, PR, and social, video was at the heart of the program.
5.6MM video view vs. 2.5MM projected views
$2.86 cost per hub visit vs. benchmark of $4
28% post video view engagement rate (shares, mentions, clicks to hub) vs. benchmark of 3%
Lifted unaided and aided awareness of Maxwell House
Increased brand affinity, consideration, likelihood to recommend and increased interest in learning more about Maxwell House
Increased purchase intent
Ad units
In order to promote these featured episodes each week, the team created custom digital banner and video ads showcasing each of the different business's episodes. We worked with Turn to create a DMP/DSP hybrid to allow us to serve digital ads programmatically to discrete audiences. For example, an ad featuring an episode on a guitar company could be delivered to music websites or fans of the company's Facebook page. Additionally, incentivized video seeding drove rock-bottom cost per views of $0.11 and incredible engagement rates of 81%!
Sweepstakes
Given the unique, high-quality products made by the businesses, we developed a sweepstakes to drive video viewership and engagement. Consumers were encouraged to watch Made Right Here episodes in order to increase their entries into the sweepstakes where they could win Martin Guitars, Nokona baseball gloves, a Stern pinball machine, and of course, Maxwell House coffee. The sweepstakes was promoted in-store, through display ad units, and a free-standing insert with 50+ million household circulations, resulting in over 600,000 visits to the sweeps page and a strong entry completion rate of 33%.
PR
Our public relations team leveraged video to engage local outlets across the country, focusing on those nearest to our featured businesses. Additionally, a national campaign put a bit of a different spin on our use of video. We partnered with the new Meredith Vieria show to reward the values of the program. Meredith selected a hard-working, entrepreneurial mother and awarded a Maxwell House grant of $10,000 to help launch her Made Right Here business. The approximately 5 minute live segment also featured one of our 23 pieces of video content from the campaign. Over 33 million impressions were generated by PR and media outreach to amplify the program.
Social
Most importantly, social media amplified the video content of the Made Right Here partnership from beginning to end. Interaction between the Maxwell House Facebook community and the video hub microsite was a two-way street. We leveraged our 460,000+ fans to drive traffic to the videos on the hub, but once they viewed the content, fans quickly returned to social! Over 28% of viewers from the hub interacted in social media post-video view - nearly 8x our industry benchmark! We also saw over 2.6MM video views between Maxwell House Facebook page and Twitter's embedded video player.
While our social community continued to grow, the tone of the conversation changed, too. Prior to our program we only saw two positive comments for ever one negative (2:1 sentiment.) However, through the campaign our sentiment increased to 7:1. We continued to build upon this positive sentiment by driving even deeper engagement by encouraging fans to get involved in two different ways.
First, viewers could vote among three different businesses to be featured on the 10th and final episode. But if voting wasn't enough, viewers could also nominate businesses they know that are Made Right Here and Maxwell House featured them on an interactive map. Not only were viewers' businesses featured, but fans could search to find other businesses in their area that were Made Right Here, all with the help of Maxwell House.
The Made Right Here spirit continues to live on in our social channels today. Recently, the brand posted an image of consumers homemade Maxwell House Playhouse made out of Maxwell House coffee cans. The response was unlike anything we had ever seen – 30,000 likes, 1,800 comments, and 21,000 shares. Maxwell House. Good to the Last Drop.
