Unilever

Unilever brand Hellmann’s wanted to inspire moms to make more sandwiches by providing new recipes. Busy moms have very fragmented media consumption and it is difficult to get their attention, but they love online gaming. So Mindshare partnered with FarmVille, the extremely popular online game, where attention to the messages would be rewarded with FarmVille currency; the more time spent, the higher the reward.

Paid media attracted moms with the ability to receive five free “coins” to be used on their FarmVille account. Once they clicked, moms were moved to Hellmann’s owned content where they browsed recipes and videos created by acclaimed celebrity chef Chuck Hughes. After viewing the recipe cards, moms could learn more by clicking through to Hellmann’s homepage.

Mindshare also developed a widget that took a “mom sandwich recipe” and paired it with a “kid sandwich recipe.” Moms could “kid-ify” a recipe and kids could “mom-ify.”

The “real food” context aligned perfectly with Hellmann’s positioning and their social initiatives within the Real Food Movement.

FarmVille had no Canadian representation, which necessitated tracking down a supplier in the U.S. Ultimately, the American SV network facilitated the execution.

By the end of the campaign there had been nearly 300,000 interactions with FarmVille placement including nearly 100,000 video plays. The average number of interactions per visitor was nearly four. And 81% clicked through to the site.

Finally, moms spread the word: 45% opted to share via Facebook, with a 15% click-through rate among their friends.