Case Study: Del Monte Foods, Inc.
The Del Monte® name has been synonymous with quality fruits and vegetables since its debut in 1886. For generations, Del Monte Foods, Inc. has proudly earned its reputation with a series of innovations and a dedication to quality and sustainability. Today, that commitment is deeply embedded in the culture, as Del Monte always strives to cultivate the best wholesome vegetables, fruits, and tomatoes to help consumers live a full life of vitality and enjoyment.
Del Monte had a library of static imagery and rich recipe content that they were leveraging across tier paid social channels, but they noticed that the creative would quickly fatigue. In fact, nearly 90% of the creative deployed was static, so in order to improve campaign performance, they wanted to shift the focus to video creative which is proven to drive more efficient reach and spend. Del Monte’s digital strategy requires input and collaboration across multiple business units, so it was mission critical that they found a solution that would not just scale video production, but also create operational efficiency and visibility across teams.
Del Monte uses Olapic’s Content in Motion solution which turns static assets into dynamic, short-form video through the use of custom, branded animated templates. From recipe stories to product ads, Content in Motion has given Del Monte the ability to map content plans against the creative needs across a number of teams, all while maintaining brand integrity and consistency. Thanks to the speedy design and development of new template designs by the Olapic creative team, Del Monte has built a robust template library, giving them the ability to test out new channels and formats such as Instagram Stories or Pinterest video with little investment or risk from a production standpoint.
As of January 2019, Del Monte’s video ads on Facebook and Instagram for the quarter outperformed previous year results with more than 50% decrease in CPM. Del Monte has also seen major success with video on Pinterest. In an initial test of Pinterest’s new video placement, Del Monte saw less than $0.05 cost per completed view, exceeding their expectations. They have since leveraged more videos across their Pinterest campaigns and have maintained very low costs per completed view. Content in Motion has allowed Del Monte to create snackable videos quickly, deliver against last minute requests and time sensitive opportunities, and test new formats across channels.
“Content in Motion has provided a turnkey video solution that allows Del Monte to create successful snackable videos in line with current content trends and place into market quickly.”
Tony Colvin, Content and Media Manager, Del Monte Foods, Inc.