ONLY IN A WOMAN'S WORLD by OMD New York for Frito-lay

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ONLY IN A WOMAN'S WORLD

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Industry Confectionery & snacks, Snacks, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency OMD New York
Released February 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: FRITO-LAY
Product/Service: LOW FAT SNACKS
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: OMD , New York, USA
Group Account Director: Kristen Colonna (OMD)
Chief Digital Officer: Erin Matts (OMD)
Group Director of Strategy: Meryl Haslach (OMD)
Strategy Supervisor: Kristin Wesolowski (OMD)
Group Account Director: Agatha Wronecka (Juniper Park)
Senior Vice President/Director of Food & Well-Connected: Julie Schumacher Ciardiello (Ketchum)
Media placement: Online Campaign - Onlyinawomansworld.com, Social Media (Facebook, YouTube, Twitter) - 01/03/2009

Results and Effectiveness
Women’s shopping trips to the snack aisle increased for the first time in four years, posting a 6.8% growth vs. past year. (source: IRI). Launch - June 2009, the Portfolio had a 14% increase in sales. Outpacing overall snack category growth by 3 x (source: IRI). Unprecedented consumer response: 1. Over 14 million views of the webisodes 2. Three webisodes appeared on the AdAge Viral Video Chart top 10 3. The #1 most subscribed female channel and #4 sponsored channel overall on YouTube 4. Garnered over 60,000 Facebook fans and 5. 5,400 Twitter followers 6. 175,000,000+ earned media coverage impressions See below/references.

Creative Execution
We created a comedy series, 16 webisodes that explored the strange and hilarious moments and rituals around food, exercise, relationships and life that make sense only to women. The series was “presented” by our portfolio of brands, but crucially it was treated as entertainment, not advertising. We knew that the content would be most readily received if embedded in media moments and environments where she conversed with other women. We wanted her to embrace it as an ongoing contribution to the entertainment she regularly engaged. Key media behaviour insight: Digital was her central means of staying in the know, and staying connected to friends and community. We therefore turned to the web for communities of kindred and connection with friends – giving birth to a content strategy based in online video. We connected with her through blog integrations, editorial partnerships, dedicated emails, brand pages on key social media sites and our hub www.onlyinawomansworld.com. 1 Frito Lay consumer research

Insights, Strategy & the Idea
Women did not see anything for themselves in the snack aisle. We needed to drive growth with our core female consumer, the Conflicted Pleasure Seeker; she struggles with the fact that the things that give her pleasure are often in conflict with her ideas of wellness. Specifically, our objective was to grow total portfolio sales by 8% vs. past year. To solve this problem, we assembled a team composed almost entirely of women and looked at her snacking behaviour. In doing so, we developed 3 key insights: Women feel guilty. A lot. Women have their own language. Relationships are critical; women trust and rely on their “sisterhood’ more than anyone else. The intersection of these three insights created a huge opportunity. Instead of attempting to SOLVE our target’s conflict – which realistically no snack brand could – we would show her we truly understand her by joining the conversation of the “sisterhood”.