Cannes Lions

PERFECT POP BY POP SECRET

DEUTSCH, Los Angeles / DIAMOND FOODS / 2014

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

Sadly, 1 in of 3 bags of popcorn winds up burnt. So, to help popcorn lovers everywhere, we created Perfect Pop. It helps make sure every single bag of Pop Secret is a perfect bag of Pop Secret. Open the app on your iPhone and place it near your home or office microwave. Perfect Pop listens to the pops, waiting for the precise moment to let you know when your popcorn is perfect.

To promote the mobile app, we also created online video content, an app landing page, and executed several digital media campaigns to help along the way.

Outcome

App Data

-228,520 Users downloaded Perfect Pop

-Reached #2 ranking among Apple store food apps

-416,905 Perfect Popping Sessions

Media Results

-Drove 83% of 228,520 total downloads

-Awareness media drove 155% lift in intent to download

-Generated 762,644 social impressions and nearly 600 social interactions

-118% more added value than planned totaling $43,500

-3 additional blog posts

-Social impressions

Earned Media Impressions: 18MM

Earned Media Value: $187,969

Paid Media Impressions: 72MM

Paid Media Value: $466,317

TOTAL IMPRESSIONS: 91MM

TOTAL MEDIA VALUE: $654,286.17

Most importantly, in 2013 Pop Secret became the #1 microwave popcorn brand in the USA.

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