Harmelin Media

BackgroundKrusteaz is a national pancake mix manufacturer with a strong presence in the Pacific Northwest, and distribution in all major grocery retailers across the US. It is a highly competitive and price driven category.ChallengeThe pancake category is heavily price driven and dominated by Aunt Jemima who has 45% market share and high levels of awareness. Krusteaz wanted to connect on a deeper level with consumers and make Krusteaz a part of their dining rituals.  Increase HHP from 15.3% to 19% in 18 monthsBring in over 4.2 million new households to the brandIncrease loyalty and  drive repeat purchase for newly acquired customersImprove awareness in southern and eastern marketsInsightWe interviewed consumers in mutiple DMAs across the country to better understand how and why concumers buy pancakes. We identified key behavioral audiences based on “tradition keeping” attributes while looking for a younger audience who was focused on building new traditions. Our key insight was that consumers are on auto pilot when buying pancakes. Once a brand is in their tradition, it is the brand they purchase for YEARS. SolutionWe developed a video focused national campaign that asks consumers to “flip” their thinking about their traditions and the panckaes that go with them.Digital video and content partnerships were used to build a strong family narrative that focused on how families can come together over pancakes. Paid social media and influencer alignments helpld to reinforce the message across multiple platforms that Krusteaz was a brand you could trust and one that values consumer traditions as much as you do! ResultsAfter the first month, Krusteaz growth deviated from the category and is now outpacing it by over 38 percentage points. Growth in individual markets is averaging +40% YoY. The campaign has added over 800K new buyers in the span of 4 months and our Household Penetration goal of 19% was reached over nine months earlier than forecast!

Aspen Dental is the second largest Dental Service Organization (DSO) in the US with 900+ dental offices in 170 DMAs. Growing at a rate of two new locations per week - their KPI is new patient appointments. The challenges we inherited was that demand was down 8.7%. Additionally, their business had been in decline for 2 years; they had a disorganized data structure and competiton was nipping at their heels.Our insights revealed that their chanel mix offered limited reach which was definitely not in sync with their patient journey/ their poor data hygiene limited visibility into office level data crating a huge performance blind spot. Finally, their lack of cross channel attribution limited optimization insights.We developed a Market Priority Solution utilzing our MarketMax software, where we developed market tiering using client, media and environmental data to analyze performance, discover new opportunities, and increase flexibility through office/market level analysis. We were able to match media channels to patient journey at a granular level.We also developed an Analytics Solutiuon as our engineers built an API to ingest Aspen’s call center/website data and media occurrence data across all channels. Weekly location performance monitoring via a “R-Y’G” alert system and dashboard was initiated. We were able to focus resources and optimize recommendations instantly!Our Search solution enabled agile deployment of local SEM campaigns (5000+ individual search campaigns) at scale to drive performance for the #1 conversion channel. Software solutions included GeoScape and DataFlex to decrease CPA by 40%, decrease CPC by 36%, increase CTR by 46% and most importantly increase appointemnts by 14%.Mature appointments grew over 140,000 versus the prior year and overall we were able to turn around the business with a 19.2% point swing.