marcus thomas :: NESTL HHFG

2011 Q1/Q2 Digital Communications Metrics

October 12, 2011

HHFG Business Overview

Digital Goals and Objectives in 2011

Business objectives
> Increase base sales and launch HOT POCKETS brand SNACKERS

Marketing communications objectives

> Drive awareness, active consideration and trial for base products and HOT POCKETS brand SNACKERS

Messaging platforms
> HOT POCKETS brand SNACKERS and core product information

The HOT POCKETS Brand Consumer

Digital Goals and Objectives in 2011

Business objectives
> Increase base sales and launch LEAN POCKETS Pretzel Bread Sandwiches

Marketing communications objectives

> Create a community on Facebook > Increase awareness and active consideration

> Build Brand loyalty Give LEAN PROCKETS brand its own, unique story to differentiate it from HOT POCKETS brand and the remaining competitive set

Messaging platform
> LEAN POCKETS Pretzel Bread Sandwiches
Support through Facebook and video

The LEAN POCKETS Brand Consumer

Digital Marketing Performance

Components of the HHFG Digital Plan

Sites
> hotpockets.com

> leanpockets.com

Email Digital media Social media

> Facebook

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Dashboard

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Site Was Developed in 2009 as a

Temporary website solution until the new website was to be launched six months later Purpose was to provide a home of all the product information for consumers

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How Did hotpockets.com Perform?

Page Views peak in May, June and July

Visits peak in May, June and July

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How Did hotpockets.com Perform?

YTD: HP website visits are ahead of 2010 YTD

Visit length has increased significantly from 2010-2011

With the removal of Eat Freely.org, referrals from Google are at an all-time high
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Site Was Developed in 2009 as a

Temporary website solution until the new website was to be launched six months later Purpose was to provide a home of all the product information for consumers

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How Did leanpockets.com Perform?

Overall site traffic is trending ahead of 2010 traffic

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How Did leanpockets.com Perform?

YOY: 2011 is tracking ahead of 2010 Visits and Page Views

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One Email Was Sent in Q3 2011

Generate awareness Promote active consideration via coupon for
> NEW HOT POCKETS brand SNACKERS > NEW LEAN POCKETS Pretzel Bread drove to Facebook

Drive and increase traffic to hotpockets.com, leanpockets.com and facebook.com/hotpockets and facebook.com/leanpockets

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How Did Email Perform?

2,791 click-throughs for 8.94% CTR

Most click-throughs on LP Pretzel Bread link to savings

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The Purpose of 2011 HP Digital Media Was to

MLG Increase active consideration and trial for HOT POCKETS SIDESHOTS Hulu Increase active consideration and trial for HOT POCKETS brand SNACKERS

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How Did HP Digital Media Perform?

MLG platform generated the least impressions, but highest interaction; ad units were Flash and site was highly targeted

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The Purpose of 2011 LP Digital Media Was to

Increase active consideration and trial for LEAN POCKETS Pretzel Bread and drive to Facebook

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How Did LP Digital Media Perform?

(Pretzel Bread)

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The Purpose of Our Facebook Presence Was to

Engage in constant dialogue with our fans
> Promote new products and encourage loyalty for core products > Increase number of Likes

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How Did Facebook Perform?

Q1-Q2 totals (January-June)
> New fans 64,702 (total)

> Wall posts 1,532

> Comments 5,139 > Likes 11,415

> Post views 3,653,956

> Photo views 2,553

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How Did Facebook Perform?

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How Did Facebook Perform?

Organic growth contributing to peaks.

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The Purpose of Our Facebook Presence Was to

Create a LEAN POCKETS brand community on Facebook
> Promote LEAN POCKETS Pretzel Bread > Provide exclusive offers > Offer all product info through Facebook > Increase number of Likes

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How Did Facebook Perform?

Q1-Q2 totals (January-June)
> New fans 93,459 (total)

> Wall posts 1,801

> Comments 3,026 > Likes 4,156

> Daily news feed impressions 2,629,672

> Photo views 1,977

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How Did Facebook Perform?

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How Did Facebook Perform?

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Social Media Activity

HOT POCKETS Brand Social Media Activity

HOT POCKETS brand showed modest activity across all touchpoints, with consistent Brand activity on Twitter

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LEAN POCKETS Brand Social Media Activity

LEAN POCKETS brand had more modest presence across all platforms with blogs, forums and Twitter showing the most activity

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Observations
Organic increase in HOT POCKETS brand website activity
> Focus on one website

> Users may be searching for something they are not finding

LEAN POCKETS brand website traffic increase

> Traffic is coming from HOT POCKETS brand; may be due to their increase in activity

Emails are not effective communications

> Final email will be sent in a few weeks to drive traffic to the Facebook Pages

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Observations
Facebook fans are up for both Brands
> HOT POCKETS brand organic growth off growing fan base

> LEAN POCKETS brand coupon activity

Organic social activity for both Brands remains steady Digital media effective for both HOT POCKETS brand and LEAN POCKETS brand
> Richer content will provide better results

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