Leveraging Analytics to Reach Your Target
How big data helped boost Ghirardelli Baking Chocolate sales among America’s most passionate chocolate enthusiasts
Julie Mumford, Allrecipes.com
About Allrecipes
World’s #1 digital food brand
18 sites, 23 countries, 12 languages
30+ million monthly unique visitors
1+ billion visits/yr, 50% mobile
53% of cooks search for recipes prior to grocery shopping; 39% before and after shopping
Part of Meredith Corporation
2
3
About GHIRARDELLI
Manufacturer and marketer of premium chocolate products
Second oldest chocolate company in the U.S., incorporated in 1852
Control entire manufacturing process from cocoa bean to finished product
Consumer and Foodservice: bars, baking products, beverages, boxed chocolates
BackstoryGhirardelli 2013 Tiny Bites, Big Hits
Goal: Get mainstream consumers to trade up to premium baking chocolate
Strategy: Analyze baking-related recipe viewing and engagement behaviors among America’s most passionate baking enthusiasts to inform campaign messaging, content execution and tactics
6
Tactics
Analyze consumer behaviors related to previous campaigns
Review platform adoption & feature use among chocolate baking enthusiasts
Identify trends related to chocolate and baking
Ghirardelli
7
Data AnalysisGhirardelli
8
Ghirardelli Social Referral Instances Outper-formed Allrecipes Baking Chocolate Averages
Ghirardelli Recipes Linear (Ghirardelli Recipes)
Baking Chocolate Recipes Linear (Baking Chocolate Recipes)
% o
f Ref
erre
r Ins
tanc
es
Past Campaign Learnings:
Recipe Integration drives brand engagement
and social amplification
Ghirardelli social referrals nearly doubled between October & April
MayJune
July
August
Septem
ber
October
November
December
January
Febru
aryMarc
h
Ghirardelli Recipe Performance vs. Benchmark
Holiday baking and Valentine’s day drive visit peaks
Source: Allrecipes, Adobe Omniture Discover
9
Past Campaign Learnings:
Ghirardelli’s integrating recipes outperform non-Ghirardelli baking chocolate baking recipes demonstrating brand preference and trust
Performed twice as well for Valentine’s
Day time period than other baking
chocolate recipes!
Source: Adobe Omniture Discover
May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 -
20,000
40,000
60,000
80,000
100,000
120,000
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
Ghirardelli Popularity
Ghirardelli Recipe Detail Page Views Baking Chocolate Recipes
Ghira
rdel
i Pag
e Vi
ews
10
Past Campaign Learnings:
Strong distribution of content popularity – the share of page views Ghirardelli receives is
more widely distributed among their recipes vs. proxy
Source: Allrecipes, Adobe Omniture Discover
0 10 20 30 40 50 60 70 -
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
0.00E+00
5.00E+06
1.00E+07
1.50E+07
2.00E+07
2.50E+07
3.00E+07
3.50E+07
4.00E+07
Ghirardelli Recipes
Baking Chocolate Recipes
Evidence on-site traffic-drivers are performing well!
11
Past Campaign Learnings:
SEO and internal search work in Ghirardelli’s favor – brand preference allows Ghirardelli recipes to outperform site baking chocolate recipe averages
Source: Allrecipes, Adobe Omniture Discover
Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-130.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Ghirardelli Recipes' Search Referral Instances Outperform Baking Chocolate Averages
Ghirardelli Recipes Baking Chocolate Recipes
% o
f Ref
erre
r Ins
tanc
es
12
Past Campaign Learnings:
SEO and search work in Ghirardelli’s favor – Ghirardelli recipes have a strong share of ownership on external search keywords
___% of instances when home cooks view Ghirardelli recipe on Allrecipes when title is searched on Google or Bing:
Rocky Road Cupcakes97%White Chocolate Cupcakes96%Chocolate Truffle Cake94%White Chocolate Crème Brulee93%Gluten Free Brownies92%Chocolate Chip Bundt Cake87%
Chocolate Fondue81%
Chocolate Lava Cake Recipe80%
Source: Allrecipes, Adobe Omniture Discover
13
Platform Adoption & Feature Use:
Ghirardelli enthusiasts over index as smartphone users, opportunities exist with tablets
Source: Allrecipes, Adobe Omniture Discover
Apple iPad Apple iPhone Amazon Kindle Fire Apple iPod Touch Amazon Kindle Fire HD
Other
Page Views (Allrecipes general)
0.388250398961144
0.279294268341946
0.0279712531305735
0.0155934888071153
0.00561948191204793
0.359518340381274
Page Views (Ghirardelli)
0.529154728252857
0.187211635226173
0.0317802178079471
0.0180079354396221
0.00907896339313757
0.295411803165203
Page Views (Baking Chocolate)
0.654375248526588
0.101108291782045
0.0373870135924257
0.0119587639510823
0.00926030902410695
0.24646848562142
5%
15%
25%
35%
45%
55%
65%
Mobile Devices by Type of Visit
% o
f Mob
ile P
age
View
s
Major opportunity to
take advantage of avid bakers’ presence on
tablets
14
Platform Adoption & Feature Use:
Mobile presents strong opportunity to further boost brand awareness and purchase intent
Tablet Smartphone Desktop
Visits (Allrecipes gen-eral)
0.136095333867472 0.250545934693744 0.613358731438787
Visits (Ghirardelli) 0.146436679860021 0.175609064885193 0.677954255254789
Visits (Baking Choco-late)
0.147243503672696 0.0995667594045284 0.753189736922777
5%
15%
25%
35%
45%
55%
65%
75%
Visits by Device%
of V
isits
Mobile presents opportunity to capture the
attention of home cooks who may not yet be
Ghirardelli enthusiasts; keep Ghirardelli top of
mind as shopping lists are created
Source: Allrecipes, Adobe Omniture Discover
15
Platform Adoption & Feature Use:
Mobile allows Ghirardelli to put their recipes in front of home cooks at the time of need – in store, in the kitchen
Tablet visitors are 33% more likely to watch video
than desktop users
Most photos are viewed on a desktop
Smartphone visitors are twice likely to see recipe
detail pages as desktop visits
Phone Tablet PC
72%
44%36%
Likelihood to view recipe page among Baking Chocolate-related visits
Phone Tablet PC
2%
6%
8%
Likelihood to view a photo among Baking Chocolate-related visits
Phone Tablet PC
2%
4%
3%
Likelihood to view a video among Baking Chocolate-related visits
Source: Allrecipes, Adobe Omniture Discover
16
Platform Adoption & Feature Use:
Ghirardelli Baking Chocolate enthusisasts are highly visual: more likely vs. typical web visitor to feast first with their eyes – over index for photo viewing and search results.
Ghirardelli visitors view 40% more
photos & 30% more recipe collections vs.
average Allrecipes visitor
Ghirardelli visitors 30% more likely to view
recipe search – a clear indicator for
Ghirardelli to be featured on search
content
Source: Allrecipes, Adobe Omniture Discover
17
Platform Adoption & Feature Use:
Ghirardelli recipe performance – top performers vs. Allrecipes averages
Rating Pages Prints Recipe Box Saves
Ghirardelli 3.98 stars 9,975 516 353
Allrecipes* 4.18 stars 3,379 175 96
Top Rated Recipe
Top Viewed Recipe
Top Printed Recipe
Top Saved Recipe
Ghirardelli® Chocolate Tweed
Torte
Ghirardelli® Individual
Chocolate Lava Cakes
Ghirardelli® Individual
Chocolate Lava Cakes
Ghirardelli® Ultimate Chocolate
Fondue
Source: Allrecipes, Adobe Omniture Discover
18
Trends:
Growing baking chocolate-related industry terms and trends present opportunities for growth
Chocolate Fondue Recipe +320% YOY
Chocolate Lava Cake Recipe
Lava Cake Recipe
Chocolate Fondue
Chocolate Lava Cake
Chocolate Truffle Recipe +389% YOY
Chocolate Truffles Recipes +215% YOY
Chocolate Chip Bundt Cake
White Chocolate Crème Brulee
Chocolate Fondue Recipes
Top chocolate dessert search terms
Source: Allrecipes, Adobe Omniture Discover
19
Trends:
All chocolate-related terms are growing YOY – suggesting increasingly large audience for chocolate desserts (duh!)
Rank by Search Volume
Rank by YoY Growth Terms Q4 2012
Rank YoY Growth%
1 68 chocolate chip cookie recipe 20 43.9%2 11 chocolate cake recipe 122 221.3%3 64 chocolate pie recipe 275 51.6%4 24 hot chocolate recipe 355 165.5%5 72 chocolate fudge recipe 395 36.5%6 35 chocolate fudge 432 125.0%7 34 chocolate frosting 444 127.1%8 95 chocolate mousse recipe 482 11.4%9 17 chocolate cream pie recipe 552 192.3%
10 62 chocolate pecan pie 585 58.8%11 19 chocolate cream pie 594 189.2%12 96 german chocolate cake 633 10.8%13 75 oatmeal chocolate chip cookies 680 34.2%14 83 chocolate covered pretzels 1064 25.5%15 82 chocolate covered pretzels recipe 1100 25.9%
Note: Although Chocolate Cake
Recipe saw stronger YOY% growth, Chocolate Chip
Cookie Recipe is still a 5x more powerful
search term
Source: Allrecipes, Adobe Omniture Discover
20
Trends:
Mini desserts are not as big as the previous year on the web…
Source: Allrecipes, Adobe Omniture Discover
0
20
40
60
80
100
120
Google Insights: Mini Dessert Searches Leveling Off
cake popmini piemini cupcake
Goog
le S
earc
h In
dex
21
Mini-Desserts Trends on Allrecipes
PageViewsPrintsRecipe Box
Inde
x
Trends:
And on Allrecipes…
Source: Allrecipes, Adobe Omniture Discover
22
Takeaways and RecommendationsGhirardelli chocolate enthusiasts are recipe advocates and
influencers; connect with them 1:1 to fuel and showcase shared experiences to fuel brand preference
Ghirardelli chocolate enthusiasts are highly visual – engage them through highly visual advertising experiences across mediums (print, digital, blogs, mobile) throughout the cooking cycle (ideas, plan, shop, bake, share)
Start early to seed the conversation – allow the web’s most engaged Chocolate Baking enthusiasts to amplify Ghirardelli Chocolate reach and recommendations during the peak baking season
Ghirardelli
23
CampaignGhirardelli 2013
24
26
ResultsGhirardelli 2013 Campaign
27
28
RESULTS:Campaign closely aligned with holiday baking enthusiasts’ interests, passions and needs propels Ghirardelli-branded recipe views and prints 300%
Source: Allrecipes, Adobe Omniture Discover
29
RESULTS:Highly visual advertising units and recipes inspiring creativity and high quality baking experiences allow Ghirardelli-branded recipes to experience earlier, steeper growth in page views vs. site norms
Source: Allrecipes, Adobe Omniture Discover
30
+20% lift (vs. control) in Ghirardelli Baking
sales during peak holiday baking
season
Copyright © 2014 Nielsen Catalina Solutions • Confidential & Proprietary
Top Related