SITUATION
Hormel Foods, a FORTUNE 500 company, came to our digital team in late 2006 for help. They had a fractured, outdated Web presence that failed to provide any value or sustained engagement with its stakeholders. The companyís online brand images were outdated as was its use of modern design, functionality, and user experience-driven technology. There was no clear path to the consumer, its Web properties were disconnected from any centralized intelligence, and each brand deployed its own independent strategy resulting in duplication of efforts without leveraging assets or data.
SOLUTION
We helped Hormel develop a comprehensive and long-term digital approach. Our teams created new separate sites for each of the Hormel brands based on research-driven stakeholder insights and behaviors, and upgraded the imagery and functionality across the corporate and brand sites to improve user experiences and access to recipes. We developed a new architecture that was deployed across the properties including consumer data capture, a CMS platform, and a robust CRM platform, and we developed an integrated social media strategy, a corporate social responsibility effort, and a mobile presence.
RESULTS
Hormel has seen traffic increase across every brand property–with several brands experiencing 125 percent increases in engagement. Average time spent on the sites has increased by more than 60 percent, and database records have increased by nearly 2700 percent. Hormel has delivered more than 1 million digital coupons, and the mobile site introduction for Hormel.com has been wildly successful, garnering a substantial increase in page views and 50 percent repeat visits as consumers continue to deepen their engagement and interaction with the brand online.
