1. What now-available social media tools could Ketchum have considered?

Case study: "Hagen-Dazs Loves Honey Bees"

A Cause-Marketing Campaign

Background

Hagen-Dazs is a strong, iconic brand that wanted to reignite consumer passion about its all-natural ice cream and boost annual sales.

Research

The Hagen-Dazs brand's advertising agency discovered an obscure problem while conducting research for campaign development: The number of honey bees was declining, a phenomenon known as colony collapse disorder (CCD), which in turn threatened the existence of 40 percent of the brand's natural ingredients. The Hagen-Dazs brand saw a unique opportunity to be the champion of an underreported but critical cause. Focus groups were conducted to determine consumer awareness, engagement, and attitude toward the honey bee issue, and the brand's possible role in the cause. Primary findings were that consumers were glad that Hagen-Dazs was supporting the cause and educating the public about the problem. The honey bee, participants felt, could strengthen the connection between consumers and the brand. Secondary research showed that while honey bees are essential to the U.S. food supply, no major food brands had adopted the issue. Hagen-Dazs could be the first national consumer brand to "own" the bee cause.

The campaign would target 35- to 54-year old adults, those who placed a high priority on the quality of their food. This group also was willing to support causes that are genuine and relevant, and was eager to find ways to teach their children about responsible sustainable living.

Execution

The biggest marketing lever of all for the campaign was public relations. The brand and Ketchum set the tone for the entire public relations campaign. They formed an expert advisory board, directed significant donation funds toward meaningful research, and created an avenue for consumers in mass numbers to plant bee-friendly habitats to help save the bees. Some specific activities included:

Flavor Launch: Hagen-Dazs ice cream launched a new bee-dependent flavor, Vanilla Honey Bee, and pledged a percentage of overall sales of this flavor and all other bee-dependent flavors to go toward CCD research. The brand also created a special logo that was featured on all bee-dependent products and printed CCD information under the lid of every bee-dependent pint.

Industry Outreach: Prior to the official launch in early February, the brand announced the campaign to the beekeeping and scientific community at a key industry conference. As a result, experts were ecstatic about the Hagen-Dazs brand's involvement, and they served as credible brand ambassadors who later spread the word about the program within the industry and to other influencers.

Media Outreach: To expedite mass awareness, the public relations team's strategy hinged on launching the story with a "media multiplier." They allowed CNNMoney.com to break the launch date embargo, because the outlet directly feeds hundreds of others on the Web and drives broadcast and print coverage in local markets throughout the United States. The Hagen-Dazs brand also understood the importance of education and expanded its media targets beyond the usual food and lifestyle outlets to include scientific, agricultural, environmental, gardening, and beekeeping trade outlets.

Million Seeds Challenge: The team reached out to bee supporters online using Craigslist and MeetUp.com and challenged them to help the HagenDazs brand plant one million seeds to create bee-friendly habitats. Enthusiasts received "Hagen-Dazs Loves Honey Bees" seed packets for planting in backyards and gardens.

Ice Cream Social on Capitol Hill: During National Pollinator Week, the brand and The Pollinator Partnership hosted a briefing on Capitol Hill about the status of the plight of honey bees and a Hagen-Dazs-hosted ice cream social.

Evaluation

Response to the campaign exceeded all expectations for a first-year cause marketing initiative and goal to change brand perception. Hagen-Dazs ice cream experienced its highest sales increase in 12 months. Stories in major news media and feature programming, including The New York Times, the Today Show, and Every Day with Rachael Ray, among others, garnered 277+ million media impressions. Consumers who understood the gravity of the issue on the nation's food supply and the Hagen-Dazs brand's leadership role in addressing the problem used the seeds to plant bee-friendly flowers at home and in their communities.