Duncan Hines® Named Ninth on List of Top 20 Facebook Brand Pages with Most Loyal Fans
Pinnacle Foods’ Duncan Hines brand recognized as only food brand ranked in Top 10
PARSIPPANY, NJ (Mar. 19, 2013) – Duncan Hines®, a portfolio brand of Pinnacle Foods, was recently ranked ninth out of more than 15,000 qualifying brands on a LoudDoor Brand Satisfaction survey of “Top 20 brands with the most loyal Facebook fans,” and is the only food brand among the top 10 Facebook brand pages with most loyal fans.
Brand Satisfaction, a new dashboard recently introduced by LoudDoor, asked consumers to rate how likely they are to recommend a brand page they "like" on Facebook. After compiling millions of responses from fans of more than 15,000 Facebook pages, the dashboard was able to assemble a list of the Top 20 brands with the most loyal fans.
“Our Facebook strategy is an integral part of our marketing mix,” says Stefan Aps, Sr. Director of Marketing, Duncan Hines. “Our passionate bakers use Facebook as a creative outlet to showcase their creations and in turn, we help provide them with a forum to share their passion for baking and for Duncan Hines. As one of the top baking brands, we are thrilled to engage with our fans and share endless inspiration.”
The Brand Satisfaction dashboard allows LoudDoor to provide details on brand promoters, passives, and detractors. This gives brands insights on who their consumers are, where and how they spend their time, and what their interests are. Additionally there are insights as to why brands’ fans “like” their Facebook page and ultimately purchase that product.
"Top brands on Facebook are moving beyond surface metrics and digging in to truly understand their audience and craft strategies and content that resonates with different audience segments,” said David Guy, CEO of LoudDoor.
“We found, overwhelmingly, that fans of the Duncan Hines page “like” our Facebook page because of the content provided on the page,” shared Aps. “Together with Tenthwave, our digital agency, we have been able to develop content that allows us to deeply engage and connect with our bakers on Facebook. When asked why consumers like the page, the majority of fans responded that they enjoy the baking inspiration and product updates, seconded by a desire to show support of the company to their friends.”
Eligibility for the Brand Satisfaction Top-20 list requires that the brand page have at least 50,000 Fans and a minimum of 300 completed surveys on the brand. Brand Satisfaction is powered by over one million monthly survey responses, that tracks major brands on Facebook to learn how likely fans are to recommend those brands to friends or colleagues. Rankings are based on the brands' Net Promoter Score® which is calculated by the participants' likelihood to recommend the brand on a 0-10 scale. Respondents rating the brand at 9-10 are considered "Promoters," 7-8 are "Passives" and 0-6 are "Detractors." The percentage of Promoters is subtracted from the percentage of Detractors to determine the Net Promoter Score® utilized to benchmark the Brand Satisfaction of Fans of a Facebook page.
Visit the Duncan Hines Facebook page at www.facebook.com/duncanhines.
About Duncan Hines®
Duncan Hines® inspires today’s passionate bakers to “Bake On” by exploring the endless possibilities of innovative and decadent baking creations. The Duncan Hines product line includes more than 80 mixes ranging from cakes and brownies to muffins and cookies as well as Amazing Glazes™ dessert toppings and ready-to-spread frosting. With a relentless commitment to quality, every product and recipe is developed in celebration of Duncan Hines, a real man and foodie who, before Fodor’s or Zagat, traveled the country in search of the best culinary and pastry inspiration. For more information on Duncan Hines, log onto www.duncanhines.com.
About Pinnacle Foods
Every day, in more than 85% of American households, consumers reach for Pinnacle Foods brands. Pinnacle Foods is a Top 1000 Company ranked on Fortune Magazine's 2011 Top 1000 companies list. We are a leading producer, marketer and distributor of high-quality branded food products, which have been trusted household names for decades. Headquartered in Parsippany, NJ, our business employs an average of 3,700 employees. We are a leader in the shelf stable and frozen foods segments and our brands hold the #1 or #2 market position in 10 out of 12 major category segments in which they compete. Our Duncan Hines Grocery Division manages Leadership brands such as Duncan Hines® baking mixes and frostings, Vlasic® shelf-stable pickles and Mrs. Butterworth's® and Log Cabin® table syrups and Foundation brands such as Armour® canned meats, Brooks® and Nalley® chili and chili ingredients, Comstock® and Wilderness® pie and pastry fruit fillings and Open Pit® barbecue sauces. Our Birds Eye Frozen Division manages Leadership brands such as Birds Eye®, Birds Eye Steamfresh®, C&W®, McKenzie's®, and Freshlike® vegetables, Birds Eye Voila!® complete bagged meals and Van de Kamp's® and Mrs. Paul's® seafood and Foundation brands such as Hungry-Man® dinners and entrées, Aunt Jemima® frozen breakfasts, Lender's® bagels, and Celeste® pizza. Our Specialty Foods Division manages Tim's Cascade Snacks®, Hawaiian® Kettle Style Potato Chips, Erin's® Popcorn, Snyder of Berlin® and Husman's® in addition to our food service and private label businesses. Further information is available at http://www.pinnaclefoods.com.
Tenthwave is a full-service digital marketing agency with a proven track record in social and digital strategy, content development and management, design and development, including website and promotion execution, SEO and search. A Facebook Preferred Marketing Developer, its clients include Pinnacle Foods, Facebook, Visa, eBay, ShurTech Brands, Shazam, VSP Vision Care and VOSS Water. In Tenthwave's model, clients spend more time with senior-level executives, who in turn spend more time experiencing, touching and living the brand. This leads to better ideas, faster execution and proven results.
Tenthwave has offices in New York City, London, Long Island, Chicago, Detroit, Dallas, San Francisco and Washington DC. Read the blog at Tenthwave.com and follow on Twitter, @tenthwave.
LoudDoor is a Facebook Insights Preferred Marketing Developer. The industry leader in ROI-centered audience measurement on Facebook, LoudDoor, is a data-intelligence and analytics company that helps the world's leading brands develop actionable insights and strategies to identify and reach their ideal customers on Facebook. The LoudDoor platform delivers audience analytics, engagement optimization, Facebook Ad Targeting and KPI/ROI Reporting.
Jessica Coelho, Pinnacle Foods Media Contact
Tami McCarthy, Loud Door Media Contact