Drive brand lift and increase affinity and awareness for Hidden Valley’s new Blasted product.
Hidden Valley Blasted Ranch Dipped Pizza Flavor was integrated into the Father’s Day episode of Martha and Snoop’s Potluck Party challenge in an effort to promote and bring awareness to this new BLASTED Ranch product. Snoop helped drive excitement for this product by choosing to use it as a dipping sauce for his French fries, reinforcing the brand objectives around maxing out enjoyment of everyday eating. Social content from VH1 and Snoop’s handles surrounding the integration allowed the brand’s messaging and Snoop’s excitement for the product to soar way beyond the linear screen, reaching targeted fans across all social touchpoints who were able to both experience and interact with this original content and big-name celebrity.
On linear, we successfully reached key demos for Hidden Valley. The episode ranked #3 during its time period among AA P/W18-49 and W25-54 versus all ad-supported cable. It ranked #4 among AA P25-54. On social, we delivered 16 Million impressions, which was a lift of 168% above the 6 million guarantee (Viacom Social Delivery – 15.7 million, Talent Social Delivery – 287,450, Earned – 132,356). The campaign delivered over 3M video views with a 24% view rate. The video content also resonated well with fans, receiving high engagement. Video content across all social platforms received over 98K engagements with a 0.83% engagement rent – soaring above VH1’s campaign average
Snoop’s fans especially shared love for HVR and his excitement for the brand by engaging with the content on Twitter and posting positively about the brand. 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 both a fun and effective campaign while feeding our fans’ appetite with the star studded content they crave.
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