House Party Stakes Out New Frontier with Reality Advertising – Leverages User Generated Content to Drive More Effective Digital Paid Media

Initial Results Show Click Through Rates Up to 80% Higher than Other Media Assets

Nashville, TN – WOMMA SUMMIT, November 20, 2013 –What if you could capture your most passionate advocates having real brand experiences and make the content the centerpiece for a digital ad campaign? Leading social marketing company House Party today announced Reality Advertising, a next generation solution in the marketing mix. Reality Advertising combines the power and effectiveness of earned content with the targeting and scale of paid digital media. Initial results from a test campaign indicate that it delivers substantially higher engagement and up to 80% higher click-through and conversion rates than standard brand creative. Reality Advertising is all about the content – user generated content (UGC) captured from authentic brand experiences. By leveraging earned content as creative for paid media, brands can produce highly targeted ads that stand out in the cluttered social and digital ad space. “With Reality Advertising, a user generated image of a positive product experience becomes a memorialized recommendation for all to see,” said House Party’s Chief Product & Technology Officer Michael Hermus. “Our mission with Reality Advertising is to prove that using earned content generated through House Party’s powerful social platform drives better results in paid efforts. And frankly, the initial results were even better than we imagined.” SodaStream, the leader in at-home soda making, and a champion of the House Party platform for driving brand and sales lifts, was first in line to pilot House Party’s Reality Advertising. Using Facebook newsfeed ads, SodaStream leveraged the thousands of pictures uploaded by their avid brand advocates during the “Sparkling Summer” House Party campaign to create unique, impactful ad units that stood out from the crowd. The impressive results proved the potential of Reality Advertising:
  • Significant increase in click-through rates:
    • The ads that featured consumer-generated media from a House Party campaign achieved 40%-80% higher click-through rates than ads featuring traditional brand images
    • Significant increase in engagement
      • The SodaStream campaign also saw 75%-130% lifts in engagement compared to traditional ads
Even larger lifts were seen across all metrics when isolating the highest performing UGC ad format. According to Kristin Harp, US Marketing Manager at SodaStream, “Reality Advertising has exceeded our expectations. It amplifies real consumers sharing real stories about the brands they love and our initial foray worked extremely well.” About SodaStream SodaStream International is the world's leading manufacturer and distributor of home beverage carbonation systems, which enable consumers to easily transform ordinary tap water instantly into carbonated soft drinks and sparkling water. Soda makers offer a highly differentiated and innovative solution to consumers of bottled and canned carbonated soft drinks and sparkling water. Our products are environmentally friendly, cost effective, promote health and wellness, and are customizable and fun to use. In addition, our products offer convenience by eliminating the need to carry bottles home from the supermarket, to store bottles at home or to regularly dispose of empty bottles. SodaStream products are available at more than 60,000 retail stores in 45 countries around the world, including over 15,000 retail stores in the United States.