Branded Content - Coupon Mom Original Web Series

Challenge:

Save-A-Lot Food Stores (1,200 locations nationwide) and part of the SUPERVALU family (the second largest grocer in the United States with over 4,300 stores and $41 Billion in annual revenue) sought an innovative approach to promote their online coupons to women/primary grocery shopper and drive store traffic.

Solution:

Coupon Mom (Stephanie Nelson) has built a strong following with more than 1.5 million monthly unique visitors and over 2 million subscribers to her weekly e-newsletter. matrixx worked closely with Stephanie and production studio Endemol to write and produce a branded content webisode as part of her new 20 webisode series.

matrixx integrated subtle and organic Save-A-Lot exposures (versus inorganic placement and blatant close-ups) throughout the webisode where Coupon Mom showed viewers how to "save a lot", print online coupons, and take advantage of special in-store savings like the "holiday dinner for 4 under $20" special.

To view the webisode, "CLICK TO PLAY" in the image above

Results:

The almost 7-minute branded content piece was a resounding success, generating hundreds of thousands of views on CouponMom.com and other video sharing sites including a specially created YouTube channel. The content continues to generate views and traffic today. matrixx outreach generated extensive blog posts and online chatter which drove inbound links to the coupon print page.

More prints were driven by this branded content than any other Save-A-Lot coupon campaign in 2009, including those supported by weekly circular direct mail (at a cost of over $500,000 each). Coupon redemptions were also strong across the entire country, generating extensive ROI.