STORES Magazine - April 2015 - (Page 34)

n MERCHANDISING Working for Peanuts Planters builds brand awareness through targeted video advertising by CRAIG GUILLOT T he first great challenge in branding is making a product into a household name; the second is maintaining the reputation and perception that comes with it. Since it was created a century ago, Planters' Mr. Peanut has grown to be one of the most recognizable icons in advertising history. While Planters is known around the globe, the brand isn't always seen in the fashion that the company would like. As consumers have trended toward more awareness of healthy eating, Planters wanted to shift the reputation of nuts from a party snack to a health food. A 2013 Harvard Medical School study that surveyed nearly 120,000 people found that those who ate nuts regularly lived longer, healthier lives than people who didn't: The 30-year study discovered that daily nut-eaters were 20 percent less likely to have died during the course of the study, compared to those who didn't. While consumers have been taking to some of the evidence about the health benefits of nuts, they've been reaching for other nuts over peanuts; Planters has answered that desire with mixes that contain hazelnuts, pecans and cashews. The company launched its "Power of the Peanut" campaign in 2014, highlighting the fact that peanuts are packed with protein and carry six essential nutrients, and decided to use video as the main tool to push its message to consumers. While video advertising brings its own set of challenges and constraints, it also uses the power of visual animation to deliver a strong branding message. Online display advertising will grow from $19.8 billion in 2014 to more than $37.6 billion in 2019, according to Forrester Research. By that time, web video advertising will represent 34 STORES April 2015 more than 50 percent of advertising revenue. The report also noted that marketers are expressing a strong interest in both video and display and are increasingly using it as a tool for branding and engagement. THE POWER OF VIDEO Creating the campaign was one thing; getting the message out and reaching consumers was another. Planters opted to work with Yahoo Advertising for its specialized approach which combines video, mobile, search and display to create a unified campaign. Yahoo places the ads in its unique mix of original programming and exclusive partner content that reaches a monthly footprint of more than 136 million viewers. Yahoo also offers actionable insights through predictive analytics that allows advertisers to plan, optimize, quantify and direct future audience strategies. Advertisers can adjust campaign strategies in real time, understand how video campaigns impact other media and measure the impact of online campaigns on offline sales. Andrew Snyder, vice president of video sales at Yahoo, says there is tremendous power in combining video with display advertising. Brands that achieve the most success with video messaging are those that combine the right messaging with the right content and right targeting strategy, he says. By joining with companies like Yahoo, they can leverage powerful data and expert advice to NRF.COM/STORES http://www.NRF.COM/STORES

Table of Contents for the Digital Edition of STORES Magazine - April 2015

A Most Complex Game
It's All Connected
Retail People
Selling Satisfaction
Editor's Page
President's Page
Retail Politics
NRF News
NRF Communities Update
End Cap
Business Operations
Online Fraud

STORES Magazine - April 2015