As part of its advertising push during the key Christmas season, Pringles reached more than 11 million people in the UK with festive video ads sprinkled across Facebook and Instagram.
Pringles, the crunchy potato-based snacks, were first sold in the US in 1968 and are now one of the world’s most popular snack foods, sold in more than 140 countries. The brand was purchased by Kellogg’s, the leading global food company, in 2012.
lift in brand awareness
increase in buyers new to the brand
of sales lift attributable to the video views ad objective
Christmas is a key time for Pringles, so it wanted to boost sales in the run-up to the 2018 festive season. It also wanted to compare the effectiveness of three different advertising approaches: video views, brand awareness and reach buying.
To achieve its dual goal—selling more Pringles at Christmastime and understanding which ad format was most effective—Pringles created video ads that followed best practices for mobile. The ads were designed for vertical viewing, with prominent branding. One of the video ads featured tubes of Pringles appealingly arranged into the shape of a Christmas tree.
The video ads ran in Instagram feed and Stories, as well as on Facebook, and were targeted to people in the UK aged 18–39. The cross-media campaign also included TV, YouTube and social media.
The campaign results were measured by a multi-cell test. Frequency of exposure was key to the success of the campaign, with the greatest lift in buyers coming from households exposed to the ads more than seven times. Ads that used the video views ad objective were the most effective at selling Pringles, and contributed to nearly 50% of the sales lift.
The November 27–December 23, 2018 campaign reached 63% of UK households and 11 million people. Additional results included:
4.2% lift in brand awareness
4.4% increase in buyers new to the brand
48% of sales lift attributable to the video views ad objective