1. Stay Grounded Digital Updates
For Maxwell House IMC Regroup –

2. The “Stay Grounded” Campaign Parameters
Adults 45+ w/ HHI <$75M
Raise awareness and encourage engagement by driving the consumer to the Maxwell House site
March 26th, 2012 – June 24th, 2012
National Campaign
$847M Net (Display) – $76M Net (Search)
Primary: Impressions to Target, Engagement Rate, Time Spent, Lift in Brand Metrics
Target
Objective
Timing
& Geo
Budget
KPIs

3. What’s the Game Plan?
Every good “play” and ultimate “win” is the result of strategic thinking and well thought-out planning
Build awareness by utilizing mass-reaching ad networks to efficiently drive scale
Partner with vendors with demographic targeting capabilities to drive efficiency and enhanced optimization opportunities
Leverage purchase-based studies to garner offline/online sales data and measure success
Utilize vendors with in-house creative capabilities to custom develop attention grabbing units

4. “Stay Grounded” Campaign Performance to Date through 5/4/2012
Awareness (Impressions Served)
Campaign is pacing on schedule (roughly one third of impressions served approx. one month into a 3-month long campaign); all partners are pacing to deliver in full. We will continue to track closely and make optimizations as need be.
Engagement (ComScore defines “engagement” as a click or mouse over for greater than .5 seconds)
Overall , the campaign is seeing an engagement rate of 10.3% which is substantially higher than the industry benchmark of 2.5% (indexing industry benchmark at 412)!