allrecipes - leveraging analytics to reach your target audience

Leveraging Analytics to Reach Your Target

How big data helped boost Ghirardelli Baking Chocolate sales among America’s most passionate chocolate enthusiasts

Julie Mumford, Allrecipes.com

About Allrecipes

World’s #1 digital food brand

18 sites, 23 countries, 12 languages

30+ million monthly unique visitors

1+ billion visits/yr, 50% mobile

53% of cooks search for recipes prior to grocery shopping; 39% before and after shopping

Part of Meredith Corporation

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About GHIRARDELLI

Manufacturer and marketer of premium chocolate products

Second oldest chocolate company in the U.S., incorporated in 1852

Control entire manufacturing process from cocoa bean to finished product

Consumer and Foodservice: bars, baking products, beverages, boxed chocolates

BackstoryGhirardelli 2013 Tiny Bites, Big Hits

Goal: Get mainstream consumers to trade up to premium baking chocolate

Strategy: Analyze baking-related recipe viewing and engagement behaviors among America’s most passionate baking enthusiasts to inform campaign messaging, content execution and tactics

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Tactics

Analyze consumer behaviors related to previous campaigns

Review platform adoption & feature use among chocolate baking enthusiasts

Identify trends related to chocolate and baking

Ghirardelli

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Data AnalysisGhirardelli

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Ghirardelli Social Referral Instances Outper-formed Allrecipes Baking Chocolate Averages

Ghirardelli Recipes Linear (Ghirardelli Recipes)

Baking Chocolate Recipes Linear (Baking Chocolate Recipes)

% o

f Ref

erre

r Ins

tanc

es

Past Campaign Learnings:

Recipe Integration drives brand engagement

and social amplification

Ghirardelli social referrals nearly doubled between October & April

MayJune

July

August

Septem

ber

October

November

December

January

Febru

aryMarc

h

Ghirardelli Recipe Performance vs. Benchmark

Holiday baking and Valentine’s day drive visit peaks

Source: Allrecipes, Adobe Omniture Discover

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Ghirardelli’s integrating recipes outperform non-Ghirardelli baking chocolate baking recipes demonstrating brand preference and trust

Performed twice as well for Valentine’s

Day time period than other baking

chocolate recipes!

Source: Adobe Omniture Discover

May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 -

20,000

40,000

60,000

80,000

100,000

120,000

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

Ghirardelli Popularity

Ghirardelli Recipe Detail Page Views Baking Chocolate Recipes

Ghira

rdel

i Pag

e Vi

ews

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Strong distribution of content popularity – the share of page views Ghirardelli receives is

more widely distributed among their recipes vs. proxy


0 10 20 30 40 50 60 70 -

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

0.00E+00

5.00E+06

1.00E+07

1.50E+07

2.00E+07

2.50E+07

3.00E+07

3.50E+07

4.00E+07

Ghirardelli Recipes

Baking Chocolate Recipes

Evidence on-site traffic-drivers are performing well!

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SEO and internal search work in Ghirardelli’s favor – brand preference allows Ghirardelli recipes to outperform site baking chocolate recipe averages


Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-130.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

Ghirardelli Recipes' Search Referral Instances Outperform Baking Chocolate Averages

Ghirardelli Recipes Baking Chocolate Recipes

% o

f Ref

erre

r Ins

tanc

es

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SEO and search work in Ghirardelli’s favor – Ghirardelli recipes have a strong share of ownership on external search keywords

___% of instances when home cooks view Ghirardelli recipe on Allrecipes when title is searched on Google or Bing:

Rocky Road Cupcakes97%White Chocolate Cupcakes96%Chocolate Truffle Cake94%White Chocolate Crème Brulee93%Gluten Free Brownies92%Chocolate Chip Bundt Cake87%

Chocolate Fondue81%

Chocolate Lava Cake Recipe80%


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Platform Adoption & Feature Use:

Ghirardelli enthusiasts over index as smartphone users, opportunities exist with tablets


Apple iPad Apple iPhone Amazon Kindle Fire Apple iPod Touch Amazon Kindle Fire HD

Other

Page Views (Allrecipes general)

0.388250398961144

0.279294268341946

0.0279712531305735

0.0155934888071153

0.00561948191204793

0.359518340381274

Page Views (Ghirardelli)

0.529154728252857

0.187211635226173

0.0317802178079471

0.0180079354396221

0.00907896339313757

0.295411803165203

Page Views (Baking Chocolate)

0.654375248526588

0.101108291782045

0.0373870135924257

0.0119587639510823

0.00926030902410695

0.24646848562142

5%

15%

25%

35%

45%

55%

65%

Mobile Devices by Type of Visit

% o

f Mob

ile P

age

View

s

Major opportunity to

take advantage of avid bakers’ presence on

tablets

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Mobile presents strong opportunity to further boost brand awareness and purchase intent

Tablet Smartphone Desktop

Visits (Allrecipes gen-eral)

0.136095333867472 0.250545934693744 0.613358731438787

Visits (Ghirardelli) 0.146436679860021 0.175609064885193 0.677954255254789

Visits (Baking Choco-late)

0.147243503672696 0.0995667594045284 0.753189736922777

5%

15%

25%

35%

45%

55%

65%

75%

Visits by Device%

of V

isits

Mobile presents opportunity to capture the

attention of home cooks who may not yet be

Ghirardelli enthusiasts; keep Ghirardelli top of

mind as shopping lists are created


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Mobile allows Ghirardelli to put their recipes in front of home cooks at the time of need – in store, in the kitchen

Tablet visitors are 33% more likely to watch video

than desktop users

Most photos are viewed on a desktop

Smartphone visitors are twice likely to see recipe

detail pages as desktop visits

Phone Tablet PC

72%

44%36%

Likelihood to view recipe page among Baking Chocolate-related visits

Phone Tablet PC

2%

6%

8%

Likelihood to view a photo among Baking Chocolate-related visits

Phone Tablet PC

2%

4%

3%

Likelihood to view a video among Baking Chocolate-related visits


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Ghirardelli Baking Chocolate enthusisasts are highly visual: more likely vs. typical web visitor to feast first with their eyes – over index for photo viewing and search results.

Ghirardelli visitors view 40% more

photos & 30% more recipe collections vs.

average Allrecipes visitor

Ghirardelli visitors 30% more likely to view

recipe search – a clear indicator for

Ghirardelli to be featured on search

content


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Ghirardelli recipe performance – top performers vs. Allrecipes averages

Rating Pages Prints Recipe Box Saves

Ghirardelli 3.98 stars 9,975 516 353

Allrecipes* 4.18 stars 3,379 175 96

Top Rated Recipe

Top Viewed Recipe

Top Printed Recipe

Top Saved Recipe

Ghirardelli® Chocolate Tweed

Torte

Ghirardelli® Individual

Chocolate Lava Cakes

Ghirardelli® Individual

Chocolate Lava Cakes

Ghirardelli® Ultimate Chocolate

Fondue


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Trends:

Growing baking chocolate-related industry terms and trends present opportunities for growth

Chocolate Fondue Recipe +320% YOY

Chocolate Lava Cake Recipe

Lava Cake Recipe

Chocolate Fondue

Chocolate Lava Cake

Chocolate Truffle Recipe +389% YOY

Chocolate Truffles Recipes +215% YOY

Chocolate Chip Bundt Cake

White Chocolate Crème Brulee

Chocolate Fondue Recipes

Top chocolate dessert search terms


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Trends:

All chocolate-related terms are growing YOY – suggesting increasingly large audience for chocolate desserts (duh!)

Rank by Search Volume

Rank by YoY Growth Terms Q4 2012

Rank YoY Growth%

1 68 chocolate chip cookie recipe 20 43.9%2 11 chocolate cake recipe 122 221.3%3 64 chocolate pie recipe 275 51.6%4 24 hot chocolate recipe 355 165.5%5 72 chocolate fudge recipe 395 36.5%6 35 chocolate fudge 432 125.0%7 34 chocolate frosting 444 127.1%8 95 chocolate mousse recipe 482 11.4%9 17 chocolate cream pie recipe 552 192.3%

10 62 chocolate pecan pie 585 58.8%11 19 chocolate cream pie 594 189.2%12 96 german chocolate cake 633 10.8%13 75 oatmeal chocolate chip cookies 680 34.2%14 83 chocolate covered pretzels 1064 25.5%15 82 chocolate covered pretzels recipe 1100 25.9%

Note: Although Chocolate Cake

Recipe saw stronger YOY% growth, Chocolate Chip

Cookie Recipe is still a 5x more powerful

search term


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Trends:

Mini desserts are not as big as the previous year on the web…


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20

40

60

80

100

120

Google Insights: Mini Dessert Searches Leveling Off

cake popmini piemini cupcake

Goog

le S

earc

h In

dex

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Mini-Desserts Trends on Allrecipes

PageViewsPrintsRecipe Box

Inde

x

Trends:

And on Allrecipes…


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Takeaways and RecommendationsGhirardelli chocolate enthusiasts are recipe advocates and

influencers; connect with them 1:1 to fuel and showcase shared experiences to fuel brand preference

Ghirardelli chocolate enthusiasts are highly visual – engage them through highly visual advertising experiences across mediums (print, digital, blogs, mobile) throughout the cooking cycle (ideas, plan, shop, bake, share)

Start early to seed the conversation – allow the web’s most engaged Chocolate Baking enthusiasts to amplify Ghirardelli Chocolate reach and recommendations during the peak baking season

Ghirardelli

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CampaignGhirardelli 2013

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ResultsGhirardelli 2013 Campaign

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RESULTS:Campaign closely aligned with holiday baking enthusiasts’ interests, passions and needs propels Ghirardelli-branded recipe views and prints 300%


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RESULTS:Highly visual advertising units and recipes inspiring creativity and high quality baking experiences allow Ghirardelli-branded recipes to experience earlier, steeper growth in page views vs. site norms


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