Advertising Case Study

Hap
Company Background
Kavli is one of Norways largest and most international food groups, with 600 employees and a turnover of around NOK 1.4 billion. Kavli acquired the Hap brand from Nestl in April 2009. HaP is a delicious chocolate spread and one of the oldest and most traditional brands in the category, dating back to 1949. Hap has a strong brand value amongst the Norwegian population, around 90% are aware of the brand name. The product has a broad target group, with an emphasis on the 20-35 age group and a slight predominance amongst men.

Facebook Executive Summary

Client:

Objective: Link Hap to the Norwegian rock-paper-scissors championships and generate traffic to the Hap campaign website Solution: Two-week Facebook advertising campaign with event ads and polls aimed at the target group of 20-35 year olds in Norway Key Lessons: Using Facebook, it is possible for a manufacturer and supplier company to communicate directly with its target group Facebook Ads can generate engagement with a product and influence the publics brand associations Facebook can be an important tool for identifying consumer preferences and wishes

Objective
Hapa is an example of a beloved Norwegian product; so beloved that when previous owner, Nestl, announced it was going to discontinue it, Hapa lovers launched a Facebook movement to keep the product in production. Kavli recognises this consumer-led action as the reason that the product remains on grocery shelves today. As Hap spread was previously considered old and boring, the company wanted to revitalise its brand proposition to be relevant to younger consumers. The company made the strategic decision to reinvigorate the brand to represent playfulness and fun, and Kavli, Haps agency, knew there would be loyal supporters on Facebook who would respond to this new brand image.

For Hap, Facebook is an important part of the strategy, as we have direct contact with consumers through Facebook. The fact that the product still exists is also the result of the consumers activity on Facebook.
Anders B. Ingebrigtsen, Product Manager, O. Kavli Norway

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To communicate Haps new brand values, Kavli chose to associate Hap with the Norwegian rockpaper-scissors championships. In autumn 2010, Kavli ran a campaign for Hap on Facebook. The overall goal was to create associations between the Hap brand and the Norwegian rock-paper-scissors championships. Alongside this, the campaign aimed to generate traffic to Haps own campaign website.

Approach
During the run-up to the Norwegian rock-paperscissors championships, Kavli ran a Facebook advertising campaign for Hap that focused on the target group of people aged 20-35 and residing in Norway. This target group was reached by using Facebooks age filter as a tool. Facebook users in this target group were introduced to three types of ads: event ads, polls and ordinary ads. The ads gave Facebook users the chance to interact and make contact with the Hap brand directly. The ads guided users to Haps own campaign website, where they could play rock-paper-scissors with friends, form their own groups and set up their own tournaments. The winner got the chance to represent Norway in the world rock-paper-scissors championships in Canada.

Results
During Haps campaign, the Facebook ads generated 28,536 actions. In total, the ads were clicked 8,772 times and had around 1.6 million impressions. The ads were run on two occasions during the weeks commencing August 9 and 16, 2010 The campaign immediately led to an increase in sales during the campaign period. Shop activity was also combined with the campaign. Sales increased by approximately 4.8 percent during the campaign period compared with the same period in 2009

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The number of fans on Haps own fan page went up from around 1,000 to around 6,500 during the campaign period

According to an internal study conducted by Facebook, the campaign shifted opinions of users across all metrics examined: ad recall, campaign awareness, campaign brand association, brand recommendation, brand favourability and purchase intent.

The Future
The success of the campaign has made Facebook an important part of Haps strategy. The fact that the product still exists is also the result of activity on Facebook, through the consumer-generated action that saved Hap from closure. As such, Facebook has become a very essential and important platform to the brand and will continue to be going forward.

Topline Brand Impact Results

People exposed to Facebook campaign People randomly selected not to see Facebook campaign

Ad Recall Yes

Campaign Awareness Yes

Campaign Association Hapa