Case Study: Hillshire Snacking achieves a 12-point lift in purchase intent with Facebook

Hillshire Snacking - Customer Case Study

Hillshire Snacking launched a new line of portioned protein snacks aimed at on-the-go foodies and needed to introduce the products to busy women aged 25–54 who prefer freshly prepared, less-processed fare. As a new brand, the challenge was to build awareness and drive purchase intent quickly among this mobile-first audience.

Working with Facebook, Kinetic Social and Y&R, Hillshire ran 10 photo and 2 video ads using interests targeting, multivariate audience testing and mobile-optimized creative (strong branding, mouth-watering visuals and concise messaging). The campaign reached 9.9 million unique women and delivered strong lifts: 4 points in awareness, a 7-point lift in ad recall, and a 12-point lift in purchase intent, outperforming benchmarks in several studies.

Hillshire Snacking

Meghan Shookman

Associate Brand Manager