Recognized for Driving and Measuring a 6% Sales Lift for Kellogg's MorningStar Farms
IRVINGTON, NY — December 10, 2014 — Leading social marketing company House Party has won a 2014 WOMMY Award
from the Word of Mouth Marketing Association (WOMMA), as announced at the WOMMA Summit in Hollywood, CA.
The MorningStar Farms Feel Good Grilling House Party campaign, executed by House Party on behalf of Kellogg's, won the silver award in the "Research" category, which recognizes "the most effective integration of research into word of mouth marketing."
The campaign activated 3,000 MorningStar Farms advocates to throw backyard barbecues for their friends and family, supported by a digital platform that amplified the official Party Day with months of guided content creation and social sharing, ultimately reaching millions of consumers. The campaign drove 30 million impressions (including hundreds of thousands of social media mentions) and 128,000 trials.
Most notably, the campaign also generated a 6% sales lift for MorningStar Farms, as measured by Nielsen. House Party engaged the analytics firm to conduct a matched-panel analysis, which compared representative test and control DMAs to determine the direct sales impact.
This is the second major award for this campaign, which won a Forrester Groundswell Award earlier this year
"We're thrilled that our House Party campaign has been recognized again, this time for the innovative Nielsen study that allowed us to measure precisely how well it impacted sales," said Todd Smith, Director at MorningStar Farms. "We could see, on the party platform and across social channels, how much hosts and guests enjoyed celebrating MorningStar Farms; the matched-panel analysis was crucial in showing whether that unique engagement resulted in real sales. Fortunately, it did, in a very significant way."