Monday, 29 July 2013

R/GA And McCormick - AdWeek Article

McCormickA Dash of Data In the Media Mix - full article here













McCormick isn’t just in the seasonings business—it also offers meal inspirations by way of recipe suggestions on its website. With more consumers as budding chefs and Americans developing more of a taste for ethnic and gourmet flavors, that digital real estate has become even more important—and especially so considering that the company is going up against much larger rivals with fatter media budgets and with pure-play sites like that of Food Network thrown into the mix.

“Recipe views, in many respects, are a proxy for a sale,” explains Tony Effik, managing director, media and connections at the brand’s agency, R/GA, New York. “While McCormick is a significant business, it’s generally outspent by competitors, so we had to figure out a way to outsmart them by leveraging data to execute earned and paid media plans. We do media. But we also come up with creative, and data is the thing that holds all of that together.”

In 2012, McCormick spent $43.3 million in media, per Kantar. Compare that to $404 million at Campbell’s Soup. When the agency started working on the account in 2011, McCormick was getting 12 percent of the category’s total unique visitors, per comScore, and rivals outspent the brand four to one. Now, McCormick’s gets 25 percent of that traffic, and with only a minimal increase in the media spend. “What’s closing that gap is creating efficiencies through the use of data,” says Effik.

With its Responsive Media System, R/GA analyzed the online recipes market, seeking out anomalies and undervalued strategies. The agency studied media-spending patterns and set up a series of algorithmic rules across media channels including search, social, real-time media and promoted videos. R/GA then took what it unearthed and applied it to paid search for McCormick’s Lawry’s brand.

McCormick’s and R/GA decided to leverage Lawry’s West Coast heritage in a test using search and Mexican recipes. The agency split Lawry’s media budget between Western states like California (where Lawry’s originated) and the rest of the country. Two data points were key: the clickthrough rate and cost-per-recipe view. The national market did well for clickthroughs. But more interestingly for R/GA was data from the West Coast where the post-click action rate was 20 percent to 60 percent greater than in the rest of the country, prompting it to tailor the media plan geographically.

“That learning allows us to explore the same rule in other channels, so now we can run display advertising in a more focused way on the West Coast if we want to,” says Effik. “We’re thinking about how the budget responds to the market and how we make changes, sometimes in real time, against the dynamics of the marketing using data. Response for us is not whether something succeeded or failed—it’s an opportunity to learn. What we’re learning from search we can apply to other areas of marketing.”

11 comments:

Kitchen Butterfly said...

I'm glad to see the McCormick reinvention, but also the beautiful integration of R/GA's 'touch our interface', with FlavorPrint (is FlavourPrint copyrighted?).

I would love to see (and even work with McCormick) to develop more flavors, especially for African ingredients and recipes. Somewhat selfish perhaps but it would enrich the database.

I think McCormick could also explore partnerships with online food sites (Food52, Serious Eats) who have serious communities of home cooks, and are constantly seeking ways to improve their 'searchability'.

Great work R/GA.



Riya sen said...

Happy shopping hours as offered by the contents of the link www.rightshopping.in that comes loaded with all the priority and useful products that are being complemented with free shipping facilities. Enjoy online delivery facilities. Shopping Online in India is possible from anywhere in India with this link.

David James said...

hmm very nice i appreciate that.....cheap paper writing service

David Richardo said...

Your post helps me to complete my assignment writing projects of university. Thanks for assisting me.. do my assignment

David Richardo said...

This post is very nice and much informative. Thanks for sharing this great article. angelina jolie leather jacket

Jordan Paul said...

You did nice work your post is awesome its increase my knowledge. can someone do my homework

Lanla said...

I still think this is a state of the art facility and if it weren't for all the regulations due to unions and taxes, this would be the go to place for a majority of conventions.

clairegale said...

online have a more than one thesis writing help services are available. and it will give us the best choice of writing service. there are many essays are available here. and all students are take this essays online this service.

cio brokeda said...

this site very helpful for reader and get more information here, and i found this blog good infomation and sharing about all

soft full

Printer Driver

Lordriver

Zone Driver

Get Driver

Moore alice said...

Are House Plant Food Sticks Like Socialist Food Stamps Weakness, Cost, Diabetes Like Problems? Statistics Assignment Help The New Methods of SEO Social Media Optimization Services

Candy Sim said...

All the best blogs that is very useful for keeping me share the ideas
of the future as well this is really what I was looking for, and I am
very happy to come here. Thank you very much
earn to die
earn to die 2
earn to die 3
Hi! I’ve been reading your blog for a while now and finally got the
earn to die 4
courage to go ahead and give youu a shout out from
earn to die 6
Austin Texas! Just wanted to tell
earn to die 5
Hi! I’ve been reading your blog for a while now and finally got the
happy wheels
strike force heroes
slitherio
you keep up the fantastic work!my weblog
age of war
earn to die 5
good game empire
tank trouble
tank trouble 2
strike force heroes