VH1 partnered with Hidden Valley Ranch to create a 360 convergent program tied to the season premiere of Martha & Snoop's Potluck Dinner Party (M&S) to showcase the product versatility of Hidden Valley Ranch (HVR) Seasoning and to promote the brand's "Amp up the flavor" creative messaging. Our cross-platform approach includes a multi-episode sponsorship with organic, active in-show integrations with the HVR seasoning in M&S along with lead-up social promotion from VH1 and talent to drive tune-in to the show.
Strategically placed in the Burger and Crab episodes, the in-show integration allows for organic and seamless product interaction with Snoop Dogg as he lets the audience in on a little secret for how he "amps up the flavor" to his burger + fries recipes with HVR. Through a series of verbal mentions + product shots showcased HVR Seasoning's versatility. Martha Stewart also joined in on the fun and complimented Snoop's secret recipe ingredient, calling out HVR!
To spread awareness of the HVR integration on social, we repurposed the in-show segment to create comedic GIFs/Memes of Snoop distributed across VH1, Martha and Snoop's handles (across Facebook, YouTube, Instagram, Twitter and Snapchat), allowing "ranch" fans to share in the fun!
Linear:
oMartha and Snoop ranked #1 among African American A/W 25-34.
oRanked #6 in the time period with P/W 18-49
oAmong Millennials, Martha & Snoop ranked #5! (P/W 18-34)
§22% of the audience were P18-34
Social:
oOur multi-platform approach exceeded benchmarks – almost DOUBLING the impression guarantee of 10M, delivering over 17.7M total impressions with an amazing lift of 78%!
With social support from Martha & Snoop:
oMartha Stewart Social: 3.75M followers on Twitter
oSnoop Dogg: 27M followers on IG; 17M followers on Twitter
Viacom's O&O social video content across platforms:
oReceived Over 2M video views
oDelivered a 32.8% video view rate – 46% above VH1's campaign averages
oThe campaign video content resonated well with fans, receiving high engagement and brand love for HVR.
§Video content across all social platforms received over 61k engagements with a 0.87% engagement rent – 70% above VH1's campaign average
Twitter Amplify: The 3x amplified posts resulted in a 228% increase in brand mentions during the flight of the campaign.
o7.24M impressions delivered – 141% over-delivery
o3.65M video views – 50% view rate
oFans had the highest appetite for this content on Twitter as "LOVE" was the primary emotion from fans driven by mentions of "Martha" and "Snoop".
Snapchat:
o3.51M impressions delivered – 16% over-delivery
o581k video views – 16.56% video view rate
The digital and social campaign delivered on reaching HVR's key target demographic, females 25-34
With VH1's multi-platform reach and the massive social footprint + popularity of our high-profile talent combined with the existing HVR fan base, we were able to deliver above-benchmark results while feeding our fans' appetite with the compelling, comedic content they crave.
