Fleishman Hillard presents "Buitoni Word of Mouth Case Study" at the Columbus Chamber's event, "Getting Results with Social Media"

1. Buitoni Word of Mouth Case Study

3. Program Elements

9. Campaign Microsite

10. BUITONI Go Italian! Blog

11. Savor BUITONI Facebook Fan Page

12. Twitter Profile

13. Integrated Campaign Overview Blog coverage comparisons Recipes & tips Viral content Event Updates company info Chef Profile customers Consumer reviews NYC consumers message boards NYC Gastronomes blogs Online conversations events Twitter YouTube Online influencers NYC Gastronomes National media Local media Foodies Facebook Del.icio.us MySpace Twitter Consumers NYC Gastronomes Bloggers Online Influencers Foodies Mobile Marketing social networks Integrated Media Tour Online Monitoring Microsite Online Outreach Buitoni Pop up retail Word of Mouth Marketing

14. Program Metrics

15. Metrics Through the development of an integrated word of mouth marketing campaign, we were able to exceed most of our objectives: *Based on mobile marketing campaign tactic to generate traffic from Chelsea Market to mobile commerce units around NYC. Campaign Component Estimated Metric Actual Pop-up Event at Chelsea Market 500 visitors/day (2,500 total) 800 samples/day 1,000 recipe booklets distributed/day More than 5,000 total visitors 5,151 samples distributed 7,224 recipe books and 7,680 pairing cards distributed Mobile Commerce Cart 30 items/per day 4 units sold 60 free product units* iTV, HHR Distribution 24 million Web impressions, 7 million broadcast impressions 24 million Web impressions, 7 million broadcast impressions between October and December. Microsite, Facebook Fan Page, Mobile marketing campaign and Online Editorial Outreach (OEO) to drive web traffic and encourage consumer engagement 5 million Web impressions Pickup on 20 food-centric blogs 200 text messages received 5,000 page views on the microsite Conducted outreach to 87 online influencers and generated coverage in 15 food-centric blogs to date More than 6,500 page views on the microsite 122 text messages received

16. Online Measurement Buitoni share-of-voice increased during the second time period, yet overall activity for the competitors decreased. Bertolli was higher during the first time period because of a promotion on the Ellen show, and Barilla increased due to multiple marketing events, including discussion of a commercial for their whole wheat pasta and of a marathon sponsorship. Buitoni & Competitors, Share-of-Voice, All Sources, 10/10-11/5 Buitoni & Competitors, Share-of-Voice, All Sources, 9/13-10/9 N=258 N=312

17. Relevant Discussions Timeline analysis reveals spikes are mostly attributed to coupon postings and multiple Bertolli events. The Buitoni linear line shows the trend upward over time. Bertolli giveaways on the Ellen Degeneres show Multiple Barilla coupon/recipe postings News article on pasta and Noodle market increasing in Hong Kong and South America, mentions Nestle, owner of Buitoni, sees 8.9% organic growth from January to September Multiple discussion board posting about Barilla House Party Pack Bertolli sweepstakes on their website, giving away microweavable pasta sauce Activity Timeline, Buitoni & Comp, 9/21-10/28 Multiple Buitoni recipe postings Multiple postings of article from San Francisco Chronicle in which Safeway Pasta beat out 9 other pasta brands for taste. Buitoni came second.

18. Online Editorial Outreach Metrics 2,100 unique visitors per month and almost 750 blogs linking in

19. Online Editorial Outreach Metrics More than 2,000 visitors per month