CONSUMER RELATIONS

CASE 9-1 CASE 9-2

 CASE 9-1
Haagen-Dazs loves Honey Bees: Let’s Lick This Problem

https://www.youtube.com/watch?v=Swfg17Sf0yQ
CASE OVERVIEW
• HD brand had lost its relevance with consumer
• Declining honey bee population
objectives
• PR needed to bring instant awareness/clarity to the complex plight of the
disappearing honey bees, and make a strong, direct connection in media coverage
between the issue and the future of HD.

• HD hoped the campaign would become the long-term business solution to turning
around stagnating sales and restoring the brand to its historically high rate of 7-10
percent annual sales growth by 2010.
goals
Business Goals:
• Drive sales of HD’s new Vanilla Honey Bee and products carrying the honey bee “cause” symbol.
• Increase 2008 revenue growth by 1 percent over 2007.

Awareness/Comprehension Goals:
• Increase awareness of the honey bee issue and the HD love HB Campaign.
• Increase consumer media impressions on the HD brand by 25 percent over 2007 levels (total media goal: 125
million impressions in year one).

Behaviour Goals:
• Convince consumers to plant bee-friendly habitats. Achieve HD’s first-year goal of planting one million bee-
friendly flowers.
• Drive unique visitors to helpthehoneybees.com (Achieve industry average of five page views per visit.)
• Increase consumer recommendations of HD over Q1 levels.
research
Primary
• To determine consumer awareness, engagement and attitude toward the honey
bee issue, and the brand’s possible role in the cause.
• When consumers see HD supporting the cause and educating people about the issue,
they feel positive about the brand and its involvement
• Creating awareness about the issue makes consumers feel that the brand truly cares and
is not just interested in sales
• The cause helps consumers feel more connected to the brand; there is a sense of “we’re
in it together”
research
Secondary
• To determine the most effective communication strategy to use in their
campaign.
• Taking advantage of being the first to own the bee issue was integral in the
successful of the campaign, that they determined would be targeted toward;
• Males and females ages 35-54
• Most have children
• Highly educated
• Affluent urban and suburban living
• Active
planning
• Educate consumer about the honey bee plight, HD’s concern and the brand’s
authentic reliance on honey bee

• Become the first national consumer brand to support the issue and put the cause
on consumer’s radar in a major way
• Strategically use the brand name to raise awareness and underscore the brand’s “all-
natural” brand essence by inextricably linking honey bees with HD
execution
Media
Outreach

Flavor Industry
Launch Outreach

Bee Board

Million
Donation Seeds
Challenge
Ice Cream
Social on
Capitol Hill
Evaluation of success
Business:
• Increasing sales by 5.3 percent; they also sustained 4 percent growth throughout 2008.

Awareness/Comprehension:
• +277 million media impressions, worth almost $1.5 million in advertising equivalencies., +1,097
outlets where the HD brand was mentioned in the headline or the lead.
• 93% of all media coverage was positive about the brand, 100% carried brand name/product
mentions and key PR messages proving HD dominated the cause
• 12-point increase in the level PR and “buzz” was achieved over previous quarter
• 8-point increase in honey bee awareness and 6-point increase in knowledge and brand recall
Evaluation of success
Behaviour:
• They surpassed their goal of planting 1 million seeds, with more than 1.2 million bee-
friendly flower seeds planted.
• 469,798 unique visitors to the helpthehoneybees.com and 8 pages per visit.
• More than 950 consumers and organization to reach out to HD with suggestions,
collaboration offers, more information, and praise for the campaign
• 13% increase in brand advocacy rating, earning the highest spot in their category.
Swotanalysis
SRENGTH
• Established consumer base
• Well adapted to diverse cultures and tastes
• All natural brand essence
• First national consumer brand to support the issue (first-mover)
Swotanalysis
WEAKNESSES
• High prices of product
• Target segment relatively small
• Lack of advertisement
• Little social media coverage for the campaign
Swotanalysis
OPPORTUNITIES
• Reached out to younger generation
• Conduct a partnership with school to educate younger generation
• Create more social media involvement
Swotanalysis
THREATS
• Competition with competitors
• Increasing cost of ingredients
• Mysterious cause of CCDE and unknown prevention
 General mills, 2016

Kellogg’s , 2015
 CASE 9-2
Hallmark sound card product launch: sweet music!
CASE OVERVIEW
• With the growth of cell phones/technologies, there are more choices than ever to
wish “Happy Birthday” rather than using a greeting card.
• Industry card sales have been decreased for so many years.
OBJECTIVES
• Different than the traditional cards
• Wanted to remain relevant
• Involve the community
• To raise awareness of Hallmark’s new sound cards
• Increase sales by driving traffic to Hallmark Gold Crown stores
RESEARCH
● Product research,2005 The use as music as a marketing
vehicle
● Consumer focus group, December Finding trends:
2005 ➢ Social Expression
➢ Brand Relevance
● Sales data resesarch - Valentine
day 2006
“Test run”

● Consumer online idea exchange

research
PLANNING
• Create a sense of surprise and excitement to generate
media attention, drive traffic.

• Leverage product’s ability to reach beyond the core target

and speak to “nontraditional” secondary audience.

• Use Hallmark’s inherent creative experts to tell story.

EXECUTION
Employed several non-traditional tactics to showcase the
card throughout the campaign

Card samples

Radio media tour

MTV VMA’s

Radio trade-for-mentions

Fan Club website

SWOT ANALYSIS
STRENGTHS
• There were abundance amount of research
• The use of celebrities
• Sounds card is a new thing
• The uses of media
• Appeal to a large audience
• Wide products portfolio
SWOT ANALYSIS
WEAKNESSES
• Decrease in industry sales
• Brand perception
SWOT ANALYSIS
OPPORTUNITIES
• Enhancing company’s image
• New product launches
SWOT ANALYSIS
THREATS
• E-CARDS
• SOCIAL MEDIA
• FREE ONLINE E-CARDS AND APPLICATION
• fcards
• cerebral itch E-cards

• Competition with competitors

RESULTS / EVALUATION

Campaign successfully raised consumer awareness

THANK YOU !