Smuckers-Social-Influencer

The Strategic Value of Social-Influencer at Smucker’s

Copyright (c) 2019 Quotient Technology Inc. All Rights Reserved. Quotient, the Quotient logo, Quotient Retailer iQ, Ahalogy, Aha!ogy, Muse, and Brandables are trademarks or registered trademarks of Quotient Technology Inc. and its subsidiaries in the United States and other countries. Other marks are the property of their respective owners. We do not make any guarantees regarding outcomes or that this product will meet your company’s unique needs.

Table of Contents

06 08 10 12 14 40 50

WHY SOCIAL?

THE AHALOGY DI FFERENCE

SMUCKER’S YEARLY PLANNING

INTRODUCT ION

CAMPAIGN EXAMPLES

SUCCESS STOR I ES

COMPET I TOR COMPAR I SONS

How to Reach Shoppers & Drive Results with Social WHY SOCIAL?

Useful Content HOW TO WIN ON SOCIAL :

72% of all U.S. adults are active on social media. (1) Here’s how they are behaving today: THE CURRENT SOCIAL LANDSCAPE:

2 hours

81% +4x

70% of people say they would rather learn about products through content vs. traditional advertising. 3

The time the average American spends on social media per day 2

of consumers make purchase decisions based on friends’ social media posts 3

higher conversions on social from offers shared by trusted advocates than brands 3

People are actively searching for ideas and inspiration. For example: • +10M adult U.S. Facebook users are interested in pet food. • +60M are interested in coffee. • A whopping +100M adult U.S. Facebook users are interested in food—with +3.5M specifically interested in natural foods. 4

Sources: (1) https://www.pewinternet.org/fact-sheet/social-media/ (2) https://blog.globalwebindex.com/chart-of-the-day/daily-time-spent-on-social-networks/ (3) www.retailtouchpoints.com/topics/digital-marketing/use-influencer-marketing-to-connect-your-brand-with-shoppers (4) Facebook Audience Insights, September 2019

The Ahalogy Difference

CUSTOM, BRANDED CONTENT

Brandables

Ahalogy is a Quotient brand and a market leader in trend-driven influencer content and social media marketing. The platform delivers proven ROI through category trend data, premium influencer content, and verifiable audience targeting. Depending on a brand’s objectives, Ahalogy campaigns now have access to Quotient first-, second-, and third- party data to target shoppers, along with a number of advanced measurement solutions.

Using our Quality Traffic Test and Brand Match Score, we hand-select influencers from our network of 10,000+ partners that we recommend to your brand, allowing you to weigh in on the selection briefing and final creative output.

A

Ahalogy Muse DATA-DRIVEN IDEAS

REACH YOUR AUDIENCE

Verifiable Targeting

We don’t rely on questionable claims of impres- sions and reach. We guarantee 100% of campaign impressions using paid targeted posts, ensuring your content reaches the right buyer. Third-party tracking verifies landing page and engagement metrics.

We start with inspiration from Muse, our proprietary source of influencer content data and trends, to guide the creative production, while uncovering audience insights to target shoppers along their path to purchase.

Powered by Muse | 9

SMUCKER’S Yearly Planning

SPR ING BRUNCH

VALENT INE’S DAY

BACK- TO- SCHOOL

FAL L FLAVORS

HOL IDAY

FATHER’S DAY

A

O

D

F

J

A

M

J

M

J

S

N

NEW YEAR’S RESOLUT IONS

SPR ING CLEANING

SUMMER TRAVEL

TAI LGATE PARTY

THANKSGIVING

MOTHER’S DAY

10 | Smucker’s Social Influencer Lookbook

Powered by Muse | 11

THE STRATEGIC VALUE OF

Social-Influencer at Smucker’s

A new year holds a host of new holidays, events, goals, and gatherings. Set your shoppers up with hacks, inspiration, recipes, and more by following along in the pages ahead to see the hot topics shoppers can’t get enough of, along with some of our favorite trend-inspired Brandables. Complete with Muse category trend data, Brandables examples, and cam- paign inspiration for the year ahead, this helpful guide gives you everything you need to plan a successful year-long influencer marketing strategy.

Campaign Examples SMUCKER’S TREND OUTLOOK

Want to see our trends in action? From coffee, to cleaning, to caring for your cuddly creatures, we’ve got your brand covered with inspiring content for your customers. The following chapter merges innovative ideas with data from Muse to create content that’s sure to delight your shoppers. Follow along below for some of our favorite Brandables examples. Each one was created by hand-selected Ahalogy Partners—a network made up of 10,000+ talented influenc- ers, photographers, and top-notch content creators.

14 | Game Day with Frito Lay

Everyone deserves to start their day with eggcellence. Inspire shoppers to invite friends or family over for a brunch bash that includes premade quiche, a build-your- own avocado toast bar, sweet scones, and more. By crafting a freezer casserole the night before, customers can simply pop the dish in the oven for a fresh meal and stress-free morning. Brunch-fast is served! Brunch FOOD & DR INK TREND

TOP RELATED KEYWORDS: • Quiche • French Toast • Casserole • Toast • Easter • Blueberry • Scone • Frittata • Fruit • Asparagus • Avocado • Coffee • Coffee Maker

“Brunch” starts to spring up at the beginning of March and peaks on April 17 before falling in late May. AUG NOV FEB MAY

AUG

Festive Brunch Tablescape

Boozy Brunch Cocktails

Build-Your-Own Brunch Bar

16 | Smucker’s Social Influencer Lookbook

Powered by Muse | 17

Nespresso HOW TO HOST AN EASY GI RLS’ BRUNCH

In Collaboration with: Fox & She

Customers are always striving to achieve balance in their lives. Why not kick off the day with a balanced brunch? Fox & She inspired shoppers to spoil themselves and their friends with a morning full of fruit, avocado and egg toast, and skillfully crafted coffees. Nespresso’s rich espresso topped off with fluffy milk froth is just the trick to get shoppers and their friends to hop out of bed for brunch!

TREND-INSP I RED CONTENT:

Ba l anc ed Break f as t

Gi r l s ’ Brunch

DIY Cra f t ed Co f f e e

18 | Smucker’s Social Influencer Lookbook

What’s better to cozy up to during the cooler winter months than a cup of coffee? Shoppers and their guests are sure to be merry and bright with a self-serve coffee station. Customers can create their own coffee cocktail or seasonal beverage by curating a coffee bar stocked with peppermint and pumpkin flavorings, liquor treats, candy cane stirrers, and more. Coffee Bar FOOD & DR INK TREND

TOP RELATED KEYWORDS: • Tray • Liquor • DIY • Apartment • Holiday • Farmhouse • Treats

• Bookcase • Entryway • Peppermint • Self-Serve • Pumpkin • Christmas

AUG

NOV

FEB

MAY

AUG

“Coffee Bar” trends throughout the year but is especially popular during the chilly fall and winter months.

Holiday Coffee Bar

DIY Coffee Station

Coffee Pairings

20 | Smucker’s Social Influencer Lookbook

Powered by Muse | 21

Starbucks at ABSCo HOW TO CREATE THE PERFECT COFFEE BAR CART

In Collaboration with: Sincerely, Katerina

‘Tis the season for lots of coffee! Sincerely, Katerina pre- pared audiences for the holiday season with her guide to the perfect holiday bar cart, including Starbucks Holiday Blend coffee, biscotti, coffee mix-ins, snacks, and desserts. Thanks to her guide, shoppers can deck the halls with delicious drinks while effortlessly serving guests.

TREND-INSP I RED CONTENT:

Ho l i day Ho s t i ng

Seas ona l Be v e rag e s

Co f f e e Cock t a i l s

22 | Smucker’s Social Influencer Lookbook

It’s no secret that a pet means plenty of new messes to clean up! Inspire shoppers to stock up on cleaning products to combat pet messes and refresh their homes. Provide customers with education around Pet Care products, where to find them at their local retailer, and hacks that make cleaning not quite as ruff—a win-win for both shoppers and your brand. Pet Cleaning Hacks PET TREND

TOP RELATED KEYWORDS: • Scratching Post • Dog • Dog Food • Dog Grooming • Chew Toy • Pet Food • Dog Harness • Dander • Puppy • Dog Walking • Pet Store • Separation Anxiety • Guinea

AUG

NOV

FEB

MAY

AUG

“Pet Tips” trends all year but experiences an uptick in the spring and early summer months.

New Pet Cleaning Kit

Easy Pet Fur Removal

Potty Training Tips

24 | Smucker’s Social Influencer Lookbook

Powered by Muse | 25

Clorox at Walmart HOW TO STOP A CAT FROM PEE ING ON THE BED

In Collaboration with: Salty Canary

A cat experiencing frequent accidents may appear as though they’re just being a bad kitty, but Salty Canary shared with readers multiple reasons why their cats could be experiencing this behavior as well as how to combat it on the cleaning and training front thanks to Clorox pet cleaning supplies at Walmart. She motivated consumers to keep their houses smelling purr-fect and their cats comfortable with her easy tips.

TREND-INSP I RED CONTENT:

Li t t e r Box Hack s

Pe t Cl eanup

Pe t Hea l t h

26 | Smucker’s Social Influencer Lookbook

Pets can be pretty unpredictable, so it’s nice to have structure, stay organized, and remain sane as a pet owner. Encourage customers to organize all their puppy products including treats, toys, food, leashes, harnesses, and more at a pet products station. It’s a purr-fect option for shoppers looking for an easy and aesthetic solution for keeping all their pet goods in one manageable location. Pet Product Storage PET TREND

TOP RELATED KEYWORDS: • Pet Food • Dog Food • Cat • Retriever • Puppy • Dog Chow • Breed • Litter Box • Bowl • Terrier • Placemat • Environmentally Friendly • Coupon

AUG

NOV

FEB

MAY

AUG

“Pet Food Storage” trends consistently throughout the year.

Pet Food Storage Hacks

Pet Supply Organization

Litter Box Hacks

28 | Smucker’s Social Influencer Lookbook

Powered by Muse | 29

Purina HOW TO ORGANIZE PET SUPPL I ES AT HOME

In Collaboration with: Live Free Creative Co.

Customers can feel like they have to fetch food, treats, toys, and leashes from all over their homes. Live Free Creative Co. shared her insight on “How to Organize Pet Supplies at Home” with her readers. She explained how she stores her favorite Purina Beneful dog food, supplies, and more to keep her home looking clean and not overrid- den by her pets’ accessories.

TREND-INSP I RED CONTENT:

Dog Food S t a t i on

Dog Groomi ng S t orag e

De cora t i v e Dog Bowl s

30 | Smucker’s Social Influencer Lookbook

From classic meats and cheeses to sweet varieties, char- cuterie is the perfect way to display an assortment of bites for parties. Crackers, dried fruits, simple dips, and more can all be combined to create your audience’s ideal snack situation. The key to mastering this trending party appetizer is striking the perfect balance between sweet and savory flavors. Include a variety of ingredients to ensure that every guest leaves satisfied. Charcuterie Board FOOD & DR INK TREND

TOP RELATED KEYWORDS: • Curing • Nut

• Cheese • Bacon • Jam

• Meat • Wine • Food Pairing • Hors D’oeuvre • Salami • Fruit • Antipasto • Cracker

AUG

NOV

FEB

MAY

AUG

“Charcuterie Board” begins climbing in late October before the holiday season and peaks on December 28.

Dessert Charcuterie

Wine Pairings

Quick Appetizer Ideas

32 | Smucker’s Social Influencer Lookbook

Powered by Muse | 33

Emerald Nuts SPR ING CHARCUTER I E BOARD INSP I RAT ION

In Collaboration with: Walk in Love

Spring presents the perfect opportunity for customers to freshen up their charcuterie boards. Walk in Love inspired audiences to create a snack tray to serve to guests, includ- ing lots of ripe fruit, Emerald Nuts, crackers, and a variety of meat options. Every guest is sure to leave satisfied, refreshed, and catered to with this super simple food option.

TREND-INSP I RED CONTENT:

Seas ona l Fru i t

Snack Boards

Spr i ng t ime Ga t he r i ng s

34 | Smucker’s Social Influencer Lookbook

Starting the morning right sets the tone for the whole day. Encourage shoppers to kick off their morning with a pro- tein-packed breakfast. It’s easy to prepare egg muffins by simply cooking stirred eggs in a muffin tray along with red peppers, spinach, tomatoes, and other healthy ingredients. People can simply pop the extra egg muffins in the fridge afterwards for a quick and delicious high-protein breakfast on the go. High-Protein Breakfast FOOD & DR INK TREND

TOP RELATED KEYWORDS: • Egg • Soybean • Power Bowl • Smoothie • Breakfast Sausage

• Egg White • Sous Vide • Muffin • Weight Loss • Oatmeal • Hash • Cottage Cheese • Quinoa

AUG

NOV

FEB

MAY

AUG

“Protein Breakfast” increases in popularity in mid-December and peaks on January 13.

Build Your Own Yogurt Parfait

On-the-Go Breakfast Bites

Protein-Packed Oatmeal

36 | Smucker’s Social Influencer Lookbook

Powered by Muse | 37

Dannon GLUTEN- FREE GREEK YOGURT WAFFLES

In Collaboration with: Food Faith Fitness

Waffling between what to prepare for breakfast? Wonder no more! Food Faith Fitness inspired audience to create her “Blueberry Gluten Free Greek Yogurt Waffles” made with Dannon Two Good yogurt. This supremely fluffy, delicious dish can be served to nearly anyone; is packed with pro- tein; and is easy to store for breakfast to go throughout the week. Breakfast is served!

TREND-INSP I RED CONTENT:

Gl ut e n Fre e

Yogur t Sub s t i tut e s

Pro t e i n-Pack ed Break f as t

38 | Smucker’s Social Influencer Lookbook

Success Stories SMUCKER’S TREND OUTLOOK

Across CPG brands and retailers, Ahalogy is known for its beautiful and authentic influencer imagery. However, the results that we drive using our proven strategy of paid social amplification are a success that speaks for itself. The following case studies provide insight into our goals and solutions as well as quantitative and qualitative results. In collaboration with our network of 10,000+ highly skilled influencers, photographers, and top-tier content creators, we produce content that inspires and engages a vast array of shoppers across a variety of brands. The following includes a few examples of our best-in-class work.

40 | Game Day with Frito Lay

SUCCESS STORY:

RITZ Sweet & Savory Campaign

For the RITZ Sweet or Savory campaign, the brand sought to increase awareness and drive consideration with with easy snacking recipe content. With the help of Ahalogy’s influencer network and innovative social media content, shoppers were inspired to use RITZ Crackers in recipes ranging from hearty hors d’oeuvres to decadent desserts. The campaign exceeded the brand’s impression goal while also uncov- ering new insights for the RITZ team. Top-clicked keywords included “cracker bites,” “three-ingredients,” and “savory party snacks.”

RESULTS & LEARNINGS

Not only did the campaign exceed the brand’s impression goal, it helped uncover new insights for the RITZ team. The Instagram story ads drove the highest engagement, beating Ahalogy internal bench- marks for video impressions by over 154%. Additionally, engagement for the video ads exceeded Ahalogy’s CTR benchmark by 200%. Top- clicked keywords included “cracker bites”, “three-ingredients”, and “savory party snacks”.

+154%

+200%

How much the Instagram Story Ads exceeded Ahalogy’s bench- mark for video impressions

How much the Instagram Story Ads exceeded Ahalogy’s bench- mark for click-through-rate

Source: Ahalogy Internal Marketing March 2018

42 | Smucker’s Social Influencer Lookbook

Nespresso Influencer Content for Pinterest SUCCESS STORY: We partnered with the Nespresso team to create a year’s worth of beautiful and engaging custom influencer content. With the help of Ahalogy’s premium, hand-selected influencer network and a targeted Pinterest strategy, the campaign helped consumers discover new usage occasions for Nespresso coffee.

RESULTS & LEARNINGS

Nespresso published the Brandables content on their Pinterest page throughout the year, targeting followers with engaging creative assets and inspiring usage occasions. Pins created from Ahalogy Nespresso Brandables drove higher engagement rates and click-through-rates than Nespresso branded pins.

+52%

+141%

How much the Brandables pins exceeded brand-owned pins for engagement rate.

How much the Brandables pins exceeded brand-owned pins for click-through-rate

Source: Ahalogy Internal Marketing 2018

44 | Smucker’s Social Influencer Lookbook

+3.8% 0.27% 100% How much the campaign exceeded the brand’s impression goal Click-through rate to Albertsons Reported Campaign impressions that hit the brand’s Target Audience Aside from exceeding campaign goals and providing the brand with gorgeous influencer content, the content drove coupon clicks and traffic to product pages on Albertsons.com. Yoplait Oui Campaign at ABSCo SUCCESS STORY: General Mills wanted to drive awareness and consideration in-store and online at Albertsons Co for Oui™ by Yoplait® and Oui™ Petites products. With the help of Ahalogy’s hand-selected influencer network and a targeted paid media plan, the campaign helped boost engagement and inspire new usage occasions. RESULTS & LEARNINGS

banner coupon page from influ- encer content

Source: Ahalogy Internal Marketing August 2018

46 | Smucker’s Social Influencer Lookbook

Cinnamon Toast Crunch Churros Cereal + Walmart SUCCESS STORY: General Mills sought to increase awareness of their new Churro flavored cereal among Hispanic families who shop at Walmart. Gen- eral Mills targeted Hispanic, bilingual families within five miles of a Walmart location to increase awareness and inspire new usage occa- sions for Cinnamon Toast Crunch Churros breakfast cereal.

RESULTS & LEARNINGS

+8% 11K 42K+ Over promised paid media impressions Verified page views Paid media engage- ments The Cinnamon Toast Crunch Churros cereal campaign exceeded the brand’s goals, while also uncovering new insights.

Source: Ahalogy Internal Marketing January 2019

48 | Smucker’s Social Influencer Lookbook

Competitor Comparisons SMUCKER’S TREND OUTLOOK

50 | Game Day with Frito Lay

COMPET I TOR COMPAR I SONS:

Ahalogy

Competitor

52 | Smucker’s Social Influencer Lookbook

COMPET I TOR COMPAR I SONS:

Ahalogy

Competitor

54 | Smucker’s Social Influencer Lookbook

COMPET I TOR COMPAR I SONS:

Ahalogy

Competitor

56 | Smucker’s Social Influencer Lookbook

COMPET I TOR COMPAR I SONS:

Ahalogy

Competitor

58 | Smucker’s Social Influencer Lookbook

COMPET I TOR COMPAR I SONS:

Ahalogy

Competitor

60 | Smucker’s Social Influencer Lookbook

COMPET I TOR COMPAR I SONS:

Ahalogy

Competitor

62 | Smucker’s Social Influencer Lookbook

COMPET I TOR COMPAR I SONS:

Ahalogy

Competitor

64 | Smucker’s Social Influencer Lookbook

COMPET I TOR COMPAR I SONS:

Ahalogy

Competitor

66 | Smucker’s Social Influencer Lookbook

COMPET I TOR COMPAR I SONS:

Ahalogy

Competitor

68 | Smucker’s Social Influencer Lookbook

Appendix

Alice & Lois, PB&J Sliders All Things Mama, My Favorite Food for my Cat Alyssa & Carla, Dulce de Leche Stir Sticks Alyssa and Carla, Triple Berry Overnight Oats Anna Banana, Nespresso Barista Coffee Recipes A Side of Sweet, Upcycled Cake Stands Baking a Moment, Mini Greek Yogurt Cheesecakes Betsy Life, Make-Ahead Frozen Yogurt Bark Blahnik Baker, Berry Greek Yogurt Pops Cake N Knife, Ritz Ricotta Toppings Bar Cookie Named Desire, Layered Strawberry Overnight Oats Courtney’s Sweets, Churro Cereal Breakfast Party Food Faith Fitness, Gluten-Free Greek Yogurt Waffles Fool Proof Living, Strawberry Banana Yogurt Smoothie Goldielocks Kitchen, Blueberry Lemon Smoothie Goldilocks Kitchen, Churros Snack Mix Homemade Interest, Chocolate Peanut Butter Banana Ritz Crackers Honey and Birch, Triple Berry Granola Frozen Yogurt Bark Kelly Towart, Dog Food Kendall Rayburn, The Best Cat Food Kims Cravings, PB&J Muffins Life a Little Brighter, Slow Down Moments

Live Free Creative Co., How to Organize Pet Supplies at Home Miss in the Kitchen, Breakfast Parfaits Olive & Artisan, Spring Brunch with Nespresso Pearls & Twirls, Pet Food & Treats Place of My Taste, Tiramisu Cheesecake Bites Salty Canary, Easy BLT Bites Salty Canary, How to Stop a Cat from Peeing on the Bed Simply Clark, Valentine’s Breakfast Love Mix Sincerely Katerina, How to Create the Perfect Coffee Bar Cart Smart Little Cookie, Churros Waffles with Dulce de Leche Spaceships & Laser Beams, PB&J Monster The Fox & She, How to Host an Easy Girls’ Brunch The Fox & She, How to Host a Holiday Gift Exchange The Kentucky Gent, Coffee Cocktails The Nutritionist Reviews, Build-Your-Own Yogurt Parfait Bar Waiting on Martha, Two Coffee Recipes The Forked Spoon, Brie & Jam Bites The Forked Spoon, Coffee Cocktails

Walk in Love, Spring Charcuterie Board Inspiration What Molly Made, Triple Berry Blender Muffins WTFab, 8 Ideas for Self-Care

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