Cannes Lions
DEUTSCH, Los Angeles / DIAMOND FOODS / 2014
Overview
Entries
Credits
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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