NSAC_Team242_FinalPlansbook (8)

EXPERIENCE

THE FLAVOR OF NOW

CAPITOL ADVERTISINGTEAM 242

Capitol Advertising’s Experience The Flavor of Now campaign achieves 75% digital orders by December 31, 2015. Our campaign strategically breaks through existing perceptions of Pizza Hut, increases The Flavor of Now awareness, improves Pizza Hut brand preference, aligns Pizza Hut with fun, and increases digital orders to meet Pizza Hut’s campaign goal.

We at Capitol Advertising made a conscious decision to build onto The Flavor of Now campaign. People like The Flavor of Now’s new ingredients and flavors, but conventional marketing strategies have only generated 14% awareness.

Our top priority is for consumers to experience the flavor and the new ordering features. Competitors have rebranded their menus and experiences, yielding an increase in online orders - yet Pizza Hut and its competitors’ online ordering sales hover around 45%. For Pizza Hut to achieve the next level of digital success, a traditional ad campaign simply won’t work. That’s why our disruptive approach gets Pizza Hut to 75%.

To jumpstart our campaign, we spread awareness by giving away 1,000 free Flavor of Now pizzas each day for 100 days. Customers enter to win by ordering digitally. At the beginning of their order, customers spin the Flavor Wheel, a fun new feature of the app and website, where they can win a free Flavor of Now pizza, side, or dessert. Our extensive testing shows that getting consumers to try the product disrupts and grabs pizza eaters’ attention. Not only do we get their attention—they immediately want to share it with everyone. Our campaign strategically exposes people to the menu through the rallying call: #freepizza.

Giving away #freepizza is our comprehensive digital acquisition strategy that ignites brand awareness and perception. This is how our campaign builds a deeper bond with consumers. Our testing showed that once we increase awareness of The Flavor of Now, perceptions of Pizza Hut increase positively by 17%, and consumers are 15% more likely to order digitally.

Our four-pronged strategy achieves our campaign goal and builds a long-term strategy for retaining digital orders:

• Consumers Experience The Flavor (52% of budget) by increasing exposure of The Flavor of Now menu and promoting #freepizza at Pop-Up Pizza Parties through TV, Hulu, YouTube, and E-Mail.

• Consumers Experience The Digital Innovation (17% of budget) through a personalized and entertaining ordering experience with updated digital features including the Flavor Wheel, split pay, and real-time delivery tracking.

• Consumers Experience The Fun (25% of budget) through non-conventional media executions that generate trial using Pop-Up Pizza Parties and drones, the “Hut Truck Travels” blog, Xbox “PAUSE,” partnerships with Airbnb and digital influencers, social media, and Spotify and Pandora ads.

• Consumers Create With Us (6% of budget) through CSR, co-creation, deals, and incentives through the Hut Club loyalty program.

This campaign resonates with our target markets: Hut Lovers, Rival Diners, and Food Techies. • Hut Lovers are family-oriented and prefer Pizza Hut, but most are not ordering digitally. Hispanics and Blacks have a high

propensity to order from Pizza Hut and are growing segments of the US population. • Rival Diners are price-conscious and socially engaged pizza-lovers who order digitally from competitors like Domino’s, Papa John’s,

Little Caesars and mom-and-pop shops. • Food Techies order pizza or other foods digitally, seeking quality ingredients, customization, convenience, and a varied menu.

We appeal to and engage with these target markets through multiple points of entry, experiencing The Flavor of Now, and creating with us. The Experience The Flavor of Now campaign positions Pizza Hut as the brand that offers the most modern, diverse, innovative, and fresh flavors making it fun to order, eat, and share the experience. It allows for continual digital growth and makes Pizza Hut top-of-mind. It increases awareness of The Flavor of Now, engages customers with the best digital experience, and creates loyalty, while solidifying Pizza Hut’s position as the owner of fun.

EXECUTIVE SUMMARY

01 // EXECUTIVE SUMMARY

TABLE OF CONTENTS

02 03 04 05 06 08 09 10 11 13 16 20 22 23 24 25 26

Research SWOT Analysis

Competitor Analysis Insights & Positioning

Target Markets Disrupting the Purchase Funnel

How to Get to 75% Objectives

Experience the Flavor Experience the Digital Innovation

Experience the Fun Create with Us

Consumer Journey Creative Testing

Media Schedule & Budget ROI & Accountability

Why Capitol Advertising?

RESEARCH

23K

Gained insights from articles, journals, market research consolidators, annual reports, and syndicated research sources. Spent 23K hours on sources including marketresearch.com, Simmons, Ad-ology, Kantar, Nielson, and others.

235

Listened to 235 members of our target markets (Hut Lovers, Rival Diners, and Food Techies) and tested creative concepts and campaign executions.

40

IN-PERSON FOCUS GROUP PARTICIPANTS

Conducted four in-person focus groups with 40 pizza eaters who ordered digitally within the last month and those who are enabled but haven’t ordered digitally. Gained insights for the ideal pizza ordering, eating, and sharing experience.

517NATIONWIDE SURVEY (CAPAD

SURVEY) RESPONDENTS Polled 517 respondents and measured awareness of The Flavor of Now campaign, intention to order Pizza Hut before and after seeing The Flavor of Now menu, and tested messaging with a random sample of respondents.

40ONLINE FOCUS GROUP

PARTICIPANTSConducted three online focus group with 40 people: two with all demographics of our target markets, and one exclusive to Black and Hispanic pizza lovers. Screened by pizza eating habits and propensity to order digitally. Tested creative concepts and executions.

35

PIZZA TASTE TESTERS

Held a pizza party for 35 focus group participants to taste-test The Flavor of Now menu and engage in an eating and sharing experience.

HOURS OF SECONDARY RESEARCH

IN-DEPTH INTERVIEWS (IDIs)

• Position Pizza Hut as the top choice for customers who order pizza digitally and provide consumers with the greatest ordering experience in the category

• Reach the target of 75% digital ordering and make Pizza Hut the preferred brand by December 31, 2015 for customers 18-64

1. What are perceptions of the Pizza Hut brand? 2. What are awareness levels and perceptions of The Flavor of Now

menu, and how does this affect the image, perception, and preference for Pizza Hut?

3. What do consumers think of Pizza Hut’s digital ordering platforms, and how can they be improved?

THE CHALLENGE GUIDING RESEARCH QUESTIONS

02 // RESEARCH

• Consumers perceive competitors as having better quality and taste • Pizza Hut consumption is declining among the Hispanic market (“Pizza Market,”

2015)

• Highest market share in the US pizza industry (14%) (MarketResearch) • Pizza Hut has double the social media reach of its competitors • Fresh, innovative, and modern ingredients of The Flavor of Now menu appeal to consumers • Largest range of digital ordering platforms offered: pizzahut.com, app, Xbox, and Hulu • Customers perceive Pizza Hut as an old friend and associate it with good times

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

SWOT ANALYSIS

• Customers perceive Pizza Hut as “chain” pizza that is “outdated” and “bland” (CapAd Survey)

• Only 14% awareness of The Flavor of Now after large media spending and creative advertising

• Little engagement with consumers despite Pizza Hut high social media reach

03 // SWOT ANALYSIS

• 93% of Americans eat pizza at least once per month (NSAC Case) • 69% of Americans order food digitally, and this number is increasing (Dohnert, 2013) • Hispanics are the fastest growing market in the US and will reach 60 million by 2020

(PewResearch) • Online consumers purchase more often and spend more per purchase (NSAC Case) • Trends are moving toward diverse flavors (Morrison, 2014) • Generally, Millennial Hispanics and Blacks are top Pizza Hut consumers (“Pizza Market,” 2015) • Social media engagement can boost spending by 30% (Barry et al, 2011)

Customer

LEADER IN VARIETY

Third-party aggregators, Seamless and Grubhub, target digital orderers by mobilizing “Mom-and-Pop” shops. They provide an exciting digital ordering experience but have weak interaction with consumers.

LEADER IN PRICELittle Caesars Pizza targets price-conscious consumers. Families especially love the walk-in convenience of the $5 “HOT-N-READY” and see the lack of digital presence as irrelevant.

LEADER IN DIGITAL EXPERIENCE

Domino’s targets college Millennials. “Domino’s

Tracker” and “Dom,” the voice-ordering system, are

perceived as convenient and cool. They provide an easy,

exciting, and original ordering experience.

LEADER IN LOYALTYPapa John’s targets sports-

lovers in their ads and through their social media

presence. The “Papa’s Rewards” program builds

loyalty and encourages repeat ordering.

COMPETITOR ANALYSIS

04 // COMPETITOR ANALYSIS

INSIGHTS

POSITIONING

05 // INSIGHTS & POSITIONING

Low Awareness - Most consumers aren’t aware of The Flavor of Now, but once they try it, they love it. As of March 2015, only 14% were aware, but once exposed, 75% of consumers changed their perceptions of Pizza Hut from being “outdated” to “modern” and said they “loved it” (CapAd Survey).Campaign Strategy - A campaign focusing only on the digital ordering experience is shortsighted because it’s becoming the norm. Focusing on the Pizza Hut brand by raising awareness of The Flavor of Now will result in improved brand perception and preference.

Digital Experience - Consumers want a digital experience that goes beyond simplicity; they want it to be personalized, entertaining, and fun. 32% of time on apps is spent on gaming (Khalaf, 2014).

Digital Presence - Despite having twice the social digital reach of competitors, Pizza Hut lacks a strong, engaging voice. 62% of Millennials say they are more likely to become a loyal customer if a brand engages with them on social media (Forbes).

Co-Creation - Millennials want to co-create content and products with the brand, and this is trickling up to older consumers. It engages customers by inviting them to build the brand. 42% are interested in helping companies develop future products and services (Forbes).

Loyalty Programs - Loyalty programs encourage repeat orders and increase brand preference. 86% of focus group participants purchase more products if they’re rewarded through a loyalty program.

Target Market - Pizza Hut must target Millennials, Gen Xers, and Baby Boomers in order to reach 75% of digital orders. 93% of 18-64 years olds regularly eat pizza (NSAC Case). If Pizza Hut targeted only Millennials, its online ordering wouldn't exceed 55% (CapAd Survey).

CSR - Consumers care about their community and 89% are likely to prefer and switch to brands associated with a cause (Cone Communication).

Target Demographic - Pizza consumption in Hispanic households are declining (Pizza Market in the US). However, they have the highest awareness, at 17%, of The Flavor of Now menu and are 10% more likely than average to order digitally (CapAd Survey).

Pizza Hut offers the most modern, diverse, innovative, and fresh flavors making it fun to order, eat, and share the experience.

Online Propensity - With a tendency to have larger-sized families, Hispanics value sharing and have the highest propensity to order online (Packaged Facts).

Cristina loves all things American - she’s an avid Miami Heat fan, drives a Ford, and buys Domino’s pizza for her two girls. As a single mom and the daughter of Cuban immigrants, she values the best quality at the best price. Coming back from work, Cristina came across a Pop-Up Pizza Party and saw the Hut Truck. When she tried a sample of the Sweet Sriracha Dynamite, she was shocked that pizza could be this flavorful! She downloaded the app and made her own Flavor of Now pizza the very next day. She loved the Flavor Wheel incentives, and now she only orders from Pizza Hut - and puts Sriracha on everything!

Rival Diners have a high concentration of “famillennial” moms who are price-conscious and socially engaged. They buy from Pizza Hut’s main competitors. Like Cristina, Rival Diners look for the best taste and deal on their pizzas. They currently have low awareness of Pizza Hut’s new menu; but with the best deals and a fun digital experience, Pizza Hut will give Rival Diners an offer they can’t resist.

Two years ago, Stephanie and Paul met in their criminal justice class and moved into an apartment together at the start of their senior year. Pre-law majors with part-time jobs, Stephanie and Paul don’t have time to cook their meals, so they’re constantly trying the newest food apps. Studying in the library one night, Paul heard an ad on Spotify for #freepizza on the Pizza Hut app. Having rarely ordered Pizza Hut before, they were captivated by the app features and The Flavor of Now menu. After trying Cherry Pepper Bombshell, they were completely convinced. Now whenever they’re in the mood for pizza, they reach for their phones and open the Pizza Hut app.

Food Techies love to keep up with the latest food trends. They crave convenience and are always on the lookout for innovation and modernization. Like Stephanie and Paul, they love customization and diverse ingredients, and they order from places with the ultimate digital ordering platforms. With an engaging digital experience that emphasizes modern flavor combinations, Pizza Hut will become top-of-mind.

Wayne’s life has always included Pizza Hut - he shared it with his brother after soccer, ordered it during late-night cram sessions at Arizona State, and even went there on his first date with his wife. One night, Wayne’s son saw a Flavor of Now pizza when he paused his Xbox game and the whole family was intrigued. Wayne’s wife fired up her tablet and, sure enough, Pizza Hut had a new website full of Flavor of Now pizzas! After playing around with the crusts and the drizzles, they ordered the Garden Party and Old Fashioned Meatbrawl. When they dug into their pizzas, they were hooked. They tacked The Flavor of Now menu to their fridge and pledged to try a new topping every Friday night.

The typical Hut Lover has an average income of under $75K and values family and convenience. This market has a high concentration of Hispanics and Blacks. Like Wayne, Hut Lovers are the easiest to convert to digital because of their loyalty – they love the menu and want to share it with everyone. Hut Lovers are Pizza Hut’s unofficial brand ambassadors and are critical to achieving 75%.

TARGET MARKETS

TERTIARYStephanie and Paul, 22, San Diego, CA

“We take any chance we get to try new foods and flavors - especially when it

involves a cool app!”

SECONDARYCristina, 36, Austin, TX

“Everyone in my family has different preferences - I want a brand that makes

it easy to cater to everyone’s tastes.”

PRIMARYWayne, 55, Boston, MA

“Pizza Hut has really upped its game! Ordering from the new menu was a great experience. I can’t wait to order it again -

but next time with some new flavors.”

06 // TARGET MARKETS

HU

T

LOV

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S

RIV

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D

INE

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FOO

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TEC

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ONLINE CONVERSION RATE 30%25%

ONLINE CONVERSION RATE 25%

25%

ONLINE CONVERSION RATE 20%

29 Million MARKET SIZE



12

6

11

Millennials 2M Hispanic 1M Black

Gen Xers 1M Hispanic 1M Black

Baby Boomers 1M Hispanic 1M Black

20

11

19




24

13

23




07 // TARGET MARKETS

TARGET MARKETS

43% 58% 67% 75%

Current Digital Orders

Reached with Hut Lovers

Reached with Rival Diners

Reached with Food Techies

$850M MARKET OPPORTUNITY



TERTIARYSECONDARYPRIMARY

Population in millions Population in millions Population in millions

HU

T

LOV

ER

S

RIV

AL

D

INE

RS

FOO

D

TEC

HIE

S

HOW TO GET TO 75%

1EXPERIENCE THE FLAVOR

2 EXPERIENCE THE DIGITAL INNOVATION

4CREATE WITH US

Incentivizes consumers to try The Flavor of Now

Capitol Advertising’s Experience The Flavor of Now campaign differentiates Pizza Hut and positions it as the brand with the most innovative and fun flavors. Our survey found that consumers aren’t aware of The Flavor of Now, but once exposed, 75% changed their perceptions of Pizza Hut from being “outdated” to “modern.” Additionally, once they try it, they love it. Pizza Hut will offer 1,000 free

pizzas a day for 100 days to rally customers around the brand and allow them to Experience The Flavor of Now. This allows customers to try the pizzas and familiarizes them with the digital experience. As more people are exposed to The Flavor of Now menu, the number

of habitual purchases increases. We will improve perceptions of Pizza Hut and reach 75% digital orders through four phases of engagement with prominent calls to action in each tactic:

Captivates consumers with an unparalleled, convenient digital ordering process

• HOW: Entices consumers with unconventional tactics to inspire trial and make Pizza Hut the owner of fun

• OUTLETS: Launch event with Jimmy Fallon, Pop-Up Pizza Parties, Hut Truck and “Hut Truck Travels” blog, Xbox “PAUSE,” partnerships with digital influencers, social media, Spotify, Pandora, and interactive banner ads

• BUDGET ALLOCATION: 25%

3 EXPERIENCE THE FUN

• HOW: Increases knowledge and exposure of The Flavor of Now menu by sharing #freepizza

• OUTLETS: TV, Hulu, YouTube, E-Mail • BUDGET ALLOCATION: 52%

• HOW: Introduces consumers to revolutionary yet simple app features: Exclusive Hut Lover (VIP status and free delivery,) split pay with friends, one-click ordering, real-time delivery tracking, and deals and credits on the Flavor Wheel

• OUTLETS: Mobile app, pizzahut.com • BUDGET ALLOCATION: 17%

Entices customers to have fun with ordering, eating, and sharing

• HOW: Hooks customers with opportunities to build and share with the brand

• OUTLETS: Hut Club, Flavor of Next, CSR • BUDGET ALLOCATION: 6%

Fosters loyalty, repeat ordering, and co-creation with Pizza Hut and customers

08 // HOW TO GET TO 75%

09 // DISRUPTING THE PURCHASE FUNNEL

DISRUPTING THE PURCHASE FUNNELAt first, Capitol Advertising thought the key to 75% digital orders was a conventional advertising campaign. We tested the current awareness of The Flavor of Now and why it was so low. We found that there is a perception barrier resulting from years of an “outdated” Pizza Hut brand image. Pizza Hut’s rebranding efforts aren’t taking hold as fast as desired.

We tested various methods from creative concepts to social media strategies and found one key insight: When people tried The Flavor of Now, they liked it. It changed their attitudes toward Pizza Hut, and they wanted to order more. Our campaign breaks the mold, goes beyond expectations, and disrupts the purchase funnel to get to 75% by the end of 2015.

How can we defy convention and disrupt the purchase funnel? We kickstart our campaign by giving away free pizza. We ask people what they want and we give it to them. We engage with consumers socially, digitally, and through live events. “Big Advertising” such as the Old World and Super Bowl commercials are ineffective - they take too long. This campaign will make people aware of The Flavor of Now right now.

Giving 1,000 free pizzas for 100 days gives target markets the opportunity to try The Flavor of Now menu and familiarizes them with the new digital experience. The key is to gather everyone’s information and change their perceptions from “outdated” to “modern.” We know once we give everyone the chance to Experience the Flavor of Now, they’ll be hooked.

MEDIA COMMUNICATION MARKETING • Reach 90% of Hut Lovers eight times per

week (26M people)

• Reach 80% of Rival Diners eight times per week (40M people)

• Reach 60% of Food Techies six times per week (36M people)

• Total Weekly Impressions: 474M

• Total Media Cost Estimate: $63M

• Increase aided awareness with target markets including Hispanics and Blacks from 17% and 26%, respectively, to 50%

• Improve brand perception as innovative and modern with the freshest menu from 23% to 65%

• Captivate target markets with a simple and entertaining digital experience

• Drive consumers to purchase Pizza Hut every time they order pizza

• Create brand loyalty and generate bi-weekly purchases from Rival Diners and Food Techies

• Encourage 35% of consumers to share fun experiences with the brand

• Maintain relationships with loyal consumers through co-creation

• Increase online sales by $1.9B (75% digital orders)

• 50% by August 31, 64% by October 31, and 75% by December 31

• Drive target markets to download, use, and recommend the mobile app

• 25% of Hut Lovers, 5% of Rival Diners, and 5% of Food Techies

• Generate trial and increase frequency of online purchases of The Flavor of Now menu

• 90% of Hut Lovers, 85% of Rival Diners, and 85% of Food Techies

• Rationale: Because Hut Lovers already love the product, they are the most likely to start ordering online, given the right incentives. Rival Diners and Food Techies have a lower conversion rate. First, we build brand preference through trial, and then we encourage them to order online.

From July 1 to December 31, 2015, the Experience The Flavor of Now campaign will:

10 // OBJECTIVES

OBJECTIVES

Jimmy: “Follow the Hut Truck online and discover what is yet to come.”

Jimmy: “Here are the keys to something exciting”

“Go online and order your Flavor of Now Pizza for a special deal!”

“Feel the Love” (Instrumental)-Rudimental

SCENE 1 SCENE 2 SCENE 3 SCENE 4 SCENE 5 SCENE 8SCENE 7SCENE 6 SCENE 9 SCENE 10

THIS THIS IS THE FLAVOR OF NOW.

SCENE 1 SCENE 2 SCENE 3 SCENE 4 SCENE 5 SCENE 8SCENE 7SCENE 6 SCENE 9Hands takeaway slices, on a table revealing. “FREE PIZZA!” and feature the social media platforms as the music fades.

“Higher” by Royal Tongues playing as a hand starts snapping to the beat.

Different ingredients are added as the music builds…

Once many ingredients are added, the frame zooms out to show The Flavor of Now combinations.

Varying camera angles on the pizzas show vibrant colors and ingredients…

“So order now, and join the fun! Spin the Flavor Wheel and you can receive #freepizza.”

FREEPIZZA!

The pizzas separate and recombine.

A cheese pizza appears in the center of the screen.

“We’re giving away 1,000 free pizzas each day for the next 100 Days of Flavor.”

WHAT IT IS: Using high-speed photography, a mysterious teaser starring Jimmy Fallon will hint at the launch of #freepizza. Although a conventional medium, television is the best way to create mass awareness - but in our case, we create suspense. Action-packed parkour across the US will excite consumers and prompt them to follow what comes next. The spot will be featured on YouTube and Hulu. A general video spot will be featured on TV, Hulu, and YouTube showcasing the beautiful new Flavor of Now menu to help raise awareness of the The Flavor of Now.

WHY IT WORKS: • Americans spend 141 hours/month watching traditional TV (“Content,” 2014) • YouTube reaches 82% of Millennials, 65% of Gen Xers, and 53% of Baby Boomers (“High-Income,” 2014) • 82% of Hulu Plus viewers are 18-49 (“2014 Hulu,” 2014) • Black households watching TV has increased by 40% and Hispanics by 200% (Nielsen)

VIDEO ADS

11 // EXPERIENCE THE FLAVOR

EXPERIENCE THE FLAVOROVERALL OBJECTIVES: • Dramatically increase the exposure of The Flavor of Now by inspiring consumers to

use the Flavor Wheel and #freepizza.

WHERE IT IS: • TV: ABC, BET, ESPN, FOX, and Univision • YouTube, Pizza Hut YouTube channel, and Hulu

COST: $27.5M

Lucia

EXPERIENCE THE FLAVOR

WHAT IT IS: Pizza Hut will send emails to consumers where they can opt-in to receive tailored incentives based on past deal preferences. This leads to receiving more information from customers, customers redeeming more deals, more frequently, and with a higher incremental spend.

WHY IT WORKS: • Benefits our target markets

and makes them feel valued

• Email is the most effective digital marketing channel for customer retention in the US (“Which Tactics Work,” 2013)

COST: $1.5M

PIZZA HUT E-MAILS

12 // EXPERIENCE THE FLAVOR

August 22, 2015 at 11:14 PMLucia

WHAT IT IS: A refreshed mobile app and website gives customers a simple digital experience that is entertaining at every step and encourages them to order again.

WHY IT WORKS: • Flavor Suggestions aid consumers when they choose and add ingredients to their pizza to

increase ordering efficiency. • The Flavor Wheel entertains customers while they “Spin to Win” a free Flavor of Now pizza, side,

or dessert. It gamifies the app experience and hooks customers to spin again. 32% of time on apps is spent on gaming (Khalaf, 2014).

• Split Pay breaks down the barriers of sharing in groups. Customers are able to split the bill and only pay for what they eat — revolutionizing the sharing experience by making it convenient. 100% of focus group participants said they would switch brands for this addition.

• Split Your Pizza already allows customers to split their pizza, but only applies to large pizzas on the regular menu. Split Your Pizza allows customers to split their Flavor of Now pizza in half in all sizes so that consumers can customize however they want without being limited. “I wish I could get half of what I want on a pizza and half of what my wife wants - no fighting necessary” (Jake F.).

OVERALL OBJECTIVES: • Enhance the ordering experience from start to

finish with six new digital features. Engage and entertain customers while collecting customer information that can be used for future Customer Relationship Management.

13 // EXPERIENCE THE DIGITAL INNOVATION

APP & WEBSITE

• Real-Time Order Tracking eliminates the need for customers to guess when their pizza will arrive and entertains them during their hungriest moments. 66% of IDI participants order from Domino’s because of its “Tracker.”

• My Flavors allows customers to quickly and easily order pizzas they’ve ordered before. Consumers want access to previous orders and popular flavors because it’s easier than creating orders from scratch.

WHERE IT IS: • All features are on the app and

pizzahut.com

COST: $2.3M

EXPERIENCE THE DIGITAL INNOVATION

The Flavor Wheel gets people to Experience The Flavor of Now. Located on the homepage, this feature guarantees that everyone is a winner for 100 days. After spinning, consumers create a Hut Club account to claim their prize! The Flavor Wheel positions Pizza Hut as exciting and modern by engaging customers through gamification, and generating trial of The Flavor of Now pizzas. Upon spinning, Pizza Hut gathers customer information.

COST: $14M

WHAT IT IS: Hut Tablets will be placed throughout Target stores so when customers get hungry, they can order while they shop and pick up their pizzas when they're done. They can pay directly on the tablet and avoid waiting in long lines. An additional incentive will then prompt customers to download the app. The updated app will use geofencing to connect with customers while shopping in Target stores to incentivize them to order a pizza on the go.

WHY IT WORKS: • In rural communities, conversion rates to digital ordering tend to be slower (NSAC Case) • California, Texas, and Florida have the most Target stores (Target Pressroom)


THE FLAVOR WHEEL

PIZZA HUT & TARGET



“GAME OF DRONES”WHAT IT IS: All app users have the opportunity to play “Game of Drones,” a fun new interactive game. Drones are used to deliver toppings, drizzles, and ingredients with the objective of making each pizza as flavorful as possible. As levels progress, users will face more complex flavor challenges and will experience The Flavor of Now menu like never before. Users will opt-in to push notifications reminding them what level they stopped playing on and how many Hut Points they are missing in order to win. WHY IT WORKS: • 30% of app gamers

make in-app purchases (FactBrowser)

• 52% of mobile gaming audiences are made up of women (InternetAdBureau)


WHAT IT IS: Jimmy Fallon will launch our Experience The Flavor of Now campaign on his show by creating a new Flavor of Now recipe, giving out #freepizza, and sending off the Hut Truck.

Fallon will first introduce five New Recipe pizzas on The Tonight Show. Viewers will choose which one will be added to the Flavor of Now menu by liking their favorite on the Pizza Hut Facebook page.

The Fallon Panda mascot will hand out #freepizza to the audience and, at the end, when Fallon sends off the Hut Truck, it will be revealed that the panda is Justin Timberlake.

WHY IT WORKS: • Associating Jimmy Fallon and Justin Timberlake with Pizza Hut modernizes the

brand and aligns with our efforts to create an entertaining, fun experience • The Tonight Show attracts all demographics, with greatest TV viewership from

Baby Boomers (3 million) and greatest YouTube viewership from Millennials and Gen Xers (TubeFilter)

• Jimmy Fallon has the youngest viewing age of any late night show (TubeFilter) • Justin Timberlake has 44M followers on Twitter and 9M on Instagram

WHERE IT IS: • NBC broadcast, third-party digital sites like Hulu, and Pizza Hut’s and The

Tonight Show’s YouTube channels

COST: $2.5M

OVERALL OBJECTIVES: • Create an authentic, social voice that modernizes the brand • Establish positive relationships with consumers, inspiring them to

share their Pizza Hut experiences

16 // EXPERIENCE THE FUN

JIMMY FALLON

EXPERIENCE THE FUN

WHAT IT IS: Pizza Hut will host and sponsor spontaneous parties in strategic locations across the US to promote The Flavor of Now. This will raise awareness and generate trial of the menu among target markets through unconventional tactics. To boost sharing, customers will receive additional Hut Club points for social media sharing while at events.

WHY IT WORKS: • 85% of focus group participants post more photos while at events • 95% of focus group participants think guerrilla marketing is more interesting and

effective than traditional media

HIGHLIGHTED ARE TWO POP-UP PIZZA PARTIES:

The Hut Truck will stop at Lollapalooza in Chicago, IL in August, where there’s a high concentration of Food Techies. Pizza Hut brand ambassadors will carry iPads and have festival-goers join the Hut Club. The first 100 people to order digitally will have their pizza delivered at the festival by drones, gaining earned media.

Miami, FL has a high concentration of Pizza Huts and Hispanics. Pizza Hut will partner with Pepsi to host a concert on South Beach called “Descubre Tu Sabor” or “Experience Your Flavor” on September 19 during National Hispanic Heritage Month. Rising Hispanic artists will compete to star in a Pizza Hut video spot. A live recording of the concert will be sold on iTunes, and proceeds will go towards the Hut Love Scholarship Program. The competition will be hosted by a local influencer who will promote The Flavor of Now and #freepizza. Party-goers will tweet their votes under the hashtag #freepizza.


WHERE IT IS: • New York, NY - Launch Event with Jimmy Fallon (July) • Chicago, IL - Lollapalooza (July-August) • Detroit, MI - GM Car Show (Mid August) • Miami, FL - “Descubre Tu Sabor” (September) • San Francisco, CA - Pizza, Art, and Jamz (September) • Austin, TX - UT-Austin tailgate (October) • Albuquerque, NM - Albuquerque International Balloon Fiesta

(October) • Phoenix, AZ - BOOK IT! Read-A-Thon and scholarship

competition (November) • Salt Lake City, UT - Youth Slopes for Slices (December) • Washington, DC - BOOK IT! book drive on the National Mall

(December)

COST: $7.5M

POP-UP PIZZA PARTIES

Launch Event with Jimmy Fallon

EXPERIENCE THE FUN

WHAT IT IS: Pizza Hut will partner and host events at Airbnb rentals with digital influencers who try pizzas and blog about the event.

WHY IT WORKS: • Airbnb has high digital social engagement and is considered

trendy among our target markets (CapAd Survey) • “If I were to see Pizza Hut featured on my favorite blog, I

would definitely try the new menu.” (Dan S.) • More than half of Gen Xers and 30% of Hispanics said they

would use a peer-to-peer site such as Airbnb (JWTIntelligence)

WHERE IT IS: • In the same US cities as the Pop-Up Pizza Parties

COST: $500K

HIGHLIGHTED ARE TWO AIRBNB EVENTS: In select Pop-Up Pizza Party cities, Pizza Hut will anonymously sponsor cooking classes at Airbnb rentals, inviting social media influencers to share their experience and promote The Flavor of Now. Chefs will teach influencers to make pizzas using fresh ingredients. After cooking, the chefs will reveal that the ingredients used are actually from The Flavor of Now menu. The pizzas that they created can be ordered on Pizza Hut’s website.

During the week of the San Francisco Pop-Up Pizza Party, Airbnb will help Pizza Hut host two viewing pizza parties for the highly anticipated NFL game between the Seattle Seahawks and the 49ers. One house will be for Seahawks fans and the other house for 49ers fans. Each rental will have their own pizza party. Each fan at the event of the winning team will receive one #freepizza.


HUT TRUCK & HUT TRUCK TRAVELS

PARTNERSHIPS

WHAT IT IS: The digitally-connected Hut Truck gives out #freepizza at Pop-Up Pizza Parties. Attendees receive promotions by posting pictures with the truck. Consumers follow its journey on the “Hut Truck Travels” blog, available on pizzahut.com/huttruck.com. Digital influencers, like Tyler Oakley, will attend Pop-Up Pizza Parties, guest blog on “Hut Truck Travels,” and feature parties on their social platforms.

WHY IT WORKS: • Creates a sense of community while allowing consumers to try The Flavor of Now • Repeated exposure increases awareness and brand preference (Elmore, 2015)

WHERE IT IS: • Travels to Pop-Up Pizza Party locations from July 1 to December 31, 2015

COST: $2.5MTyler Oakley and Jerome Jarre are social influencers. Jerome loves to cook and Tyler speaks on education - an issue Pizza Hut supports through BOOK IT! Jerome (left) attends an Airbnb event and Tyler (below) visits the Phoenix Pop-Up Pizza Party.

EXPERIENCE THE FUN

WHAT IT IS: Banner ads on Spotify and Pandora link consumers to pizzahut.com to order. These ads highlight #freepizza for 100 days, and reach a large, social, diverse audience.

WHY IT WORKS: • Music streamers are 70% more likely to describe a brand as fun and playful (ComScore) • Pandora is the most popular online radio platform with 67 million listeners (Lloyd, 2013) • Spotify Free reaches over 15 million listeners (Spotify) • “When I eat pizza, I am always listening to music.” (Edgar E.)

COST: $3M


SOCIAL MEDIAXBOX “PAUSE”

SPOTIFY & PANDORA

WHAT IT IS:Xbox “PAUSE” fuels the game. Xbox Live IDs are synched with the Pizza Hut app, allowing gamers to place one-click orders from their seat. Gamers will be prompted to order Pizza Hut when their game is paused by pressing the “X” button. This triggers a split-screen so gamers can place their orders without logging out.

WHY IT WORKS:• Pizza Hut’s partnership with Xbox has yielded $1 million in

sales from the first four months (Guarini, 2014) • “When I pause my game, it’s usually to get food.” (Nick M.)

COST: $250K

WHAT IT IS:Pizza Hut will use vibrant, real-life photography to show fresh ingredients in posts and sponsored ads on Facebook, Instagram, Twitter, and Snapchat. Colorful photography along with a personal tone continues the conversation among consumers. Pop-Up Pizza Parties will be featured on Snapchat “Live,” where consumers add their own photos to a live feed. These photos can also be shared on other platforms like Instagram. Events are extended online through Twitter Parties.

WHY IT WORKS:• Millennials are the most active Instagram users (53%)

(Duggan et al., 2015) • 25% Hispanics and 27% Blacks use Twitter (Duggan et al.,

2015) • Snapchat “Live” increases engagement by highlighting

user-generated content (Conlin, 2014)

COST: $9.25M

EXPERIENCE THE FUN

OVERALL OBJECTIVES:• Incentivize consumers to reorder The Flavor of Now • Connect with consumers beyond the product and foster

community support through CSR • Encourage consumers to become unofficial brand

ambassadors

• Current status of Hut Points and member’s reward level

• Description of reward level benefits

• Awards, prizes, and credits won

• Deals of the week and Hut Point values

• Discussion board to suggest new toppings, crusts, sauces, and drizzles

• Members vote on favorites

• Featured pizzas of the week created by members20 // CREATE WITH US

HUT CLUB

WHAT IT IS:Based on conversion rates of our target markets, The Hut Club loyalty program will attract more than 6M Hut Club members. It offers members exclusive incentives based on their specific tastes. By placing orders or recruiting friends, members can earn Hut Points to redeem for future purchases. They can explore top-rated pizzas and give suggestions for future flavors, allowing them to contribute and develop the brand. The most loyal Hut Club members, those who purchase an average of 30 orders in the past year, are invited to join the Exclusive Hut Club, where they receive free delivery for a year. Customers gain points by attending Pop-Up-Pizza parties, ordering more, and engaging with the brand to become Exclusive Hut Club members. Non-Exclusive Hut Club members can join for an annual charge to receive free delivery.

WHY IT WORKS:• Loyalty program members spend 18% more per purchase (“25 Loyalty,” 2014) • 93% of consumers believe rewards are important (“25 Loyalty,” 2014) • 42% are interested in helping companies develop future products and services (Forbes)

WHERE IT IS:• Available on pizzahut.com and app • Incentives sent via email and app notifications

CREATE WITH US

21 // CREATE WITH US

BUZZFEED RANDOM ACTS OF HUT LOVE (CSR)

WHAT IT IS:Pizza Hut creates fun, social quizzes that include taste preferences, regional trends, music interests, and popular ingredients. By asking fun questions, consumers are matched to a Flavor of Now pizza. They can immediately order at the end of the quiz which directs them to pizzahut.com.

WHY IT WORKS:• BuzzFeed has 150M monthly visitors, 56% of

which are Millennials (Bercovici, 2014) • 35% of users visit via mobile devices

(Bercovici, 2014)

COST: $500K

WHAT IT IS:Random Acts of Hut Love is Pizza Hut’s way of giving back. Pizza Hut offers Hut Love College Scholarships to 100 first generation students in minority families who have shown leadership in their community. The winning students will be named as “Pizza Hut’s Most Promising.” These students will be connected to mentors to provide guidance throughout their career, going beyond just their college experience.

Nationwide BOOK IT! Read-A-Thon competitions help children foster a love for reading. Pizza Hut awards the top three schools that read the most books in six months with a fund to refurbish their library with new books and host a pizza party.

WHY IT WORKS: • 93% of consumers are more loyal to companies that

engage in CSR (Cahan, 2013)

WHERE IT IS:• Schools nationwide • Featured on Facebook, Twitter, pizzahut.com, and app

COST: $5M

WHAT IT IS:Hut Lovers will put on their chef’s hat and follow Jimmy Fallon’s lead. They’ll step into the kitchen with The Flavor of Next competition where they create their own Flavor of Now recipes. To keep The Flavor of Now menu up-to-date and relevant, Pizza Hut will challenge its Instagram followers to show off their best flavor creations and tag “@pizzahut #TheFlavorofNext.” Top submissions will be posted on Facebook, where followers will “like” their favorites, leading to social media amplification. The top three will be added to the menu, and winners receive VIP passes to Lollapalooza.

WHY IT WORKS:• Consumers share

their custom pizzas in an easy, social format

• 1,000 customers can generate up to half-a-million conversations (Truth in Data)

• Places higher value on user-generated content by letting consumers build with the brand

WHERE IT IS:• Instagram and

Facebook to hold the competition

• The Flavor of Now menu and “Hut Truck Travels” blog to feature the winners

THE FLAVOR OF NEXT

CREATE WITH US

CONSUMER JOURNEYSTEP 02: INTRIGUEDave tells his friends about The Tonight Show episode and they check out Pizza Hut’s Facebook to find out more. They come across the “Hut Truck Travels” blog and find out that the next Pop-Up Pizza Party is in their city.

STEP 04: GENERATE TRIALAfter participating in the event and enjoying free pizza, Dave and his friends fall in love with the Garden Party. They post pictures with Tyler Oakley on Snapchat “Live” and download the Pizza Hut app to try their luck on the Flavor Wheel.

STEP 06: ADVOCACYHe invites his friends to split pay through the app, prompting them to join the Hut Club, too.

22 // CONSUMER JOURNEY

STEP 07: REPURCHASE RITUALPizza Hut becomes a Thursday ritual for Dave and his friends. To say the least, they love The Flavor of Now recipes. Each week they spin the Flavor Wheel and enjoy tailored incentives to Experience The Flavor of Now.

STEP 01: AWARENESSDave, a Rival Diner, never really thought of Pizza Hut as anything great. One Friday night, he tunes into The Tonight Show starring Jimmy Fallon where he sees Justin Timberlake and Jimmy spin the Flavor Wheel and give out free pizza to the audience. He votes for a new Flavor of Now pizza on Facebook and sees the Hut Truck being sent off.

STEP 03: THE HOOKAfter seeing his favorite YouTuber, Tyler Oakley, announce he’s attending the Pop-Up Pizza Party, Dave and his friends decide they have to go.

STEP 05: PURCHASEWhile listening to Spotify, Dave and his friends hear an ad for Pizza Hut’s #freepizza. They decide to “Spin to Win.” After winning wings, Dave is led to the Hut Club sign-up page where he joins to redeem his prize.

CREATIVE TESTING

Brooke C. Millennial

Rival Diner

Mark M. Baby Boomer

Hut Lover

Neil V. Gen Xers

Food Techie

“The reason I buy Pizza Hut is for the stuffed crust. I’ve never heard of The Flavor of Now, but I assume that it focuses on stuffed crust.”

“I don’t buy Pizza Hut. There just isn’t a reason - I don’t see it as being special or different.”

“Pizza Hut isn’t on my radar...at all. It’s old and doesn’t want to change its ways. I only think of it when remembering elementary school birthday parties.”

“Experience The Flavor of Now makes me want to try a Flavor of Now pizza, so I would download the app just to see what deal I’d win.”

“Experience The Flavor of Now makes me realize that Pizza Hut has changed. It’s modern and designed to get what I want. I definitely want to try it again.”

“Experience The Flavor of Now would hook my friends and me on the new recipes. We would totally attend the Pop-Up Pizza Parties to try the free pizza.”

AFTER: PIZZA HUT PERCEPTION

BEFORE: PIZZA HUT PERCEPTION

23 // CREATIVE TESTING

We tested our creative concepts and executions through IDIs, online focus groups, and a nationwide survey. Target markets immediately loved the new positioning of Pizza Hut and the Experience The Flavor of Now campaign.

PRODUCTION/DEVELOPMENT 100,000 FREE PIZZAS

MOBILE APP & WEBSITE UPDATES POP-UP PIZZA PARTIES

PARTNERSHIPS XBOX “PAUSE”

FLAVOR WHEEL (GIVEAWAYS) CSR

MEDIA TV

HULU EMAILS

SEARCH ENGINE MARKETING YOUTUBE

INTERACTIVE BANNER ADS JIMMY FALLON LAUNCH

HUT TRUCK & BLOG INFLUENCERS

SPOTIFY & PANDORA FACEBOOK

TWITTER BUZZFEED

INSTAGRAM SNAPCHAT

ORGANIC SOCIAL FACEBOOK CONVERSATIONS

TWITTER CONVERSATIONS CO-CREATION (FLAVOR OF NEXT)

MEDIA SCHEDULE & BUDGET $95,654,000

BUDGET CPMIMPRESSIONSJULY DEC.NOV.OCT.SEPT.AUG.

$3,600,000 $2,304,000 $7,500,000 $500,000,000 $250,000 $14,000,000 $5,000,000

$15,000,000 $7,500,000 $1,500,000 $500,000 $5,000,000 $15,000,000 $2,500,000 $2,500,000 $250,000.00 $3,000,000 $5,000,000 $2,000,000 $500,000 $1,500,000 $750,000

— — — $95,654,000

— — — — — — —

681,818,182 300,000,000 1,560,000,000 333,333,333 666,666,667 937,500,000 500,000,000 833,333,333 100,000,000 250,000,000 714,285,714 571,428,571 250,000,000 125,000,000 500,000,000

400,000,000 100,000,000 200,000,000 9,023,365,801

*Cost Per Click

— — — — — — —

$22.00 $25.00 — $1.50* $7.50 $16.00 $5.00 $3.00 $25.00 $12.00 $7.00 $3.50 $2.00 $12.00 $1.50

— — —

24 // MEDIA SCHEDULE & BUDGET

ROI & ACCOUNTABILITY

1. Increase The Flavor of Now awareness

2. Increase positive perceptions of Pizza Hut

3. Increase mobile app downloads

5. Increase online orders

1. Website and mobile app traffic, recognition testing

(aided), social channel growth

2. Campaign survey, social media sentiment, and analytics

4. Social media engagements

5. Pizza Hut sales data

OBJECTIVES

KEY PERFORMANCE INDICATORS*

6. Increase number of Millennial Hut Lovers

4. Generate conversation around The Flavor of Now

3. Apple data, Apsalar (third-party) reporting

6. Pizza Hut CRM, website analytics

*KPIs will be measured and reported monthly

25 // ROI & ACCOUNTABILITY

ROI

New Business (Rival Diners & Food Techies):

$1,041,700,000

Incremental Business (Hut Lovers):

$153,000,000

=$1,194,700,000

Operating Margin (2014):

26%

Operating Profit:

$305,843,200

Campaign Cost:

$95,654,000

ROI:

220%

WHY CAPITOL ADVERTISING?You asked us to increase digital ordering to 75% and establish Pizza Hut as the top pizza brand. We created the Experience The Flavor of Now campaign which modernizes Pizza Hut, raises awareness, and adds fun to the pizza experience. After gaining a deep understanding of our target markets (Hut Lovers, Rival Diners, and Food Techies), we developed a strategy to reach, connect, and drive them to Experience The Flavor of Now.

We position Pizza Hut as offering the most modern, diverse, innovative, and fresh flavors, making it fun to order, eat, and share the experience.

Capitol Advertising uses a four-pronged strategy that invites consumers to Experience the Flavor, Experience the Digital Innovation, Experience the Fun, and Create With Us. Using traditional and nontraditional media, we:

1. Increase exposure and awareness of The Flavor of Now using 52% of our budget 2. Provide consumers with an easy ordering experience using 17% of our budget 3. Engage consumers and generate trial using 25% of our budget 4. Hook consumers with deals, co-creation, and CSR using 6% of our budget Capitol Advertising’s $96M campaign generates a 220% ROI with $1.9B in online revenue. Experience The Flavor of Now is extendable beyond December 31, 2015, gains over 6M Hut Club members, and enables Pizza Hut to establish itself as the most modern, diverse, innovative, and fun pizza brand.

We’ve accomplished your goals and will continue to leverage Pizza Hut’s prominent market position as our campaign drives pizza consumers to Experience The Flavor of Now. We are Capitol Advertising, and we look forward to working with you.

26 // WHY CAPITOL ADVERTISING?

NSAC. Case Study 2015 (2014). American Advertising Federation Advertising and Audiences: State of the Media. (2014, May 12). Retrieved February 20, 2015, from http://www.nielsen.com/us/en/insights/reports/2014/advertising-and-audiences-state-of-the-media.html Content Is King But Viewing Habits Vary By Demographic. (2014, December 3). Retrieved March 5, 2015, from http://www.nielsen.com/us/en/insights/news/2014/content-is-king-but-viewing-habits-vary-by-demographic.html Hispanic Food Shoppers to Spend $86 Billion by 2018 - AudienceSCAN. (2015, March 26). Retrieved March 27, 2015, from http://www.audiencescan.com/hispanic-food-shoppers-to-spend-86-billion-by-2018/ Pizza Market in the U.S.: Foodservice and Retail, 2nd Edition. (2015, January 1). Retrieved March 20, 2015, from http://academic.marketresearch.com/product/display.asp?productid=8670019&curl=&surl=/search/results.asp?prid=1282075158&query=pizza+&cmdgo=Go&prid=1282075158 Addington, M. (2014, June 1). A tweet in 30 minutes or less is the goal for Domino’s social media team. Retrieved March 21, 2015, from http://www.pmq.com/June-2014/A-tweet-in-30-minutes-or-less-is-the-goal-for-Dominos-social-media-team/ American Enthusiasm To Shop With a Conscious At a Record-High, But Doubts About Corporate Impact Persist. (2013, October 2). Retrieved January 19, 2015, from http://www.causemarketingforum.com/site/apps/nlnet/content2.aspx?c=bkLUKcOTLkK4E&b=6430205&ct=13344211¬oc=1 Barry, C., Markey, R., Almquist, E., & Brahm, C. (2011, September 12). Putting social media to work. Retrieved March 10, 2015, from http://www.bain.com/publications/articles/putting-social-media-to-work.aspx Bercovici, J. (2014, August 21). Here's How BuzzFeed and HuffPost Really Stack Up. Retrieved March 16, 2015, from http://www.forbes.com/sites/jeffbercovici/2014/08/21/heres-how-buzzfeed-and-huffpost-really-stack-up/

Duggan, M., Ellison, N., Lampe, C., Lenhart, A., & Madden, M. (2015, January 9). Social Media Update 2014. Retrieved March 4, 2015, from http://www.pewinternet.org/2015/01/09/social-media-update-2014/ Faw, L. (2014, November 7). Millennials Misperceived As Self-Entitled- Value Experiences Over Materialism. Retrieved February 19, 2015, from http://www.mediapost.com/publications/article/237862/millennials-misperceived-as-self-entitled-value-e.html Fitzgerald, T. (2015, March 10). Who’s using which social network. Retrieved March 14, 2015, from http://www.medialifemagazine.com/whos-using-which-social-network/ Fromm, J., Lindell, C., & Decker, L. (2011, January 1). American Millennials: Deciphering the Enigma Generation. Retrieved February 12, 2015, from http://barkley.s3.amazonaws.com/barkleyus/AmericanMillennials.pdf Grence, J. (2014, December 31). Pizza Hut Revamps Entire Menu, Still Manages to Taste Like Pizza Hut. Retrieved February 20, 2015, from http://blogs.phoenixnewtimes.com/bella/2014/12/pizza-hut-menu-revamp.php?page=2 Hoch, H. (2014, May 3). 3 Ways Menu Apps Change the Way You Order Online. Retrieved February 27, 2015, from http://blogs.phoenixnewtimes.com/bella/2014/05/3_ways_menu_apps_change_order.php Ledbetter, C. (2014, November 21). Pizza Hut Ad Takes Menu Back To The 'Old World,' And Italians Completely Hate It. Retrieved February 20, 2015, from http://www.huffingtonpost.com/2014/11/21/pizza-hut-commercial_n_6200028.html Lutero, L. (2014, October 7). Domino's 'Dom' is Like Siri but Just for Pizza. Retrieved February 19, 2015, from http://www.psfk.com/2014/10/dom-siri-like-dominos-delivery-app.html Lutz, A. (2014, March 4). Pizza Hut Developed A Hi-Tech Way To Make Ordering More Fun. Retrieved February 17, 2015, from http://www.businessinsider.com/pizza-hut-ordering-just-got-way-more-fun-2014-3 Monllos, K. (2014, November 20). Brand of the Day: Pizza Hut Wants You to Know Italians Hate Its Pizza. Retrieved March 26, 2015, from http://www.adweek.com/news/advertising-branding/brand-day-pizza-hut-wants-you-know-italians-hate-their-pizza-161548

SOURCES

http://www.forbes.com/sites/jeffbercovici/2014/08/21/heres-how-buzzfeed-and-huffpost-really-stack-up/

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