Coffee + Case Studies: Nina Hale & General Mills

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Wednesday, May 10th

8:00 AM @ Antenna


Join us for our quarterly Coffee + Case Studies event featuring two case studies from area companies and agencies. Open to members only, this is an intimate event (limited to 40 attendees - sign up early!) where you will have the chance to ask presenters questions and pick their brains about exactly how and why they did what they did.


Case Study 1: Attribution vs. Incrementality
Firm: Nina Hale
Speaker: Mike Baranowski

Nina Hale's Associate Director of Analytics, Mike Baranowski, will demonstrate how no two attribution cases are created equal. Mike will explore the challenge of measuring online sales and assigning value to digital marketing tactics, and compare that against the challenge of demonstrating how two channels can work better together to increase sales overall.


Case Study 2: “Watch the Stove” – the Surprise Hamburger Helper Mixtape That Took the Internet By Storm
Firm: General Mills
Speakers: Maria Carolina Comings and Ashley Wright

What do you do when your product is against trend and your advertising budget is in freefall to $0? You get super tight with your consumer and find a way to give them what they want. With creativity, grit and one third of October’s digital coupon budget, we created “Watch the Stove”: the Hamburger Helper hip-hop mixtape the internet never knew it needed so badly. Applauded by both financial and hip-hop publications, “Watch the Stove” generated more than a half billion impressions, a 37 percent increase in sales, and two Cannes Shortlist nominations, proving that when you pair consumer empathy with a little creativity and a lot of perseverance, anything is possible.

Got an idea for a future topic or case study you'd like to see? Let us know.

Thank you to our in-kind sponsors:



Event Details

Date & Time
Wednesday, May 10th
7:30 - 8:00 am - Registration + Coffee
8:00 - 9:00 am - Case Studies + Discussion

219 North 2nd St
Suite 300
Minneapolis, MN 55401

Free parking is available in the Monte Carlo parking lot until 9:30 am.

Pre-Registration Fees - MEMBERS ONLY
Members = FREE
Student Members = FREE


Mike Baranowski

Associate director of Analytics
Nina Hale

A hands-on leader with extensive experience in business insights and measurement, Mike Baranowski leads Nina Hale's performance analytics practice as an Associate Director. Prior to NH, Mike worked at Merrill Corporation as Digital Marketing Manager. There he helped develop Merrill's digital capabilities as the company transitioned from print materials to software. Before joining Merrill, Mike worked at Land O'Lakes as a Web Analyst in the company's 'Center of Excellence,' serving as a subject matter expert for all things digital. Mike's interest in digital continues to grow as he learns and teaches others to solve greater business challenges.

Ashley Wright

Marketing Partnerships
General Mills

Joining General Mills from the University of Wisconsin-Madison nearly 4 years ago, Wright quickly realized her passion for strategically putting brand platforms to use – for social good or just to provide a moment of levity through entertainment. Currently working in movie, music, sports and gaming partnerships for General Mills, Wright will be joining UCLA Anderson’s Class of 2019 in August to pursue her MBA in close proximity to her favorite hip-hop dance school – Millennium Dance Complex – where she hopes the proximity will automatically improve her own personal dance talent (which is fairly non-existent).

Maria Carolina Comings

Brand Marketing General Mills
Graduating from the University of Notre Dame in 2002, Comings began her career in General Mills Sales. She completed her MBA from The Kellogg School of Management in 2010 and transitioned to Brand Marketing. Comings loves the underdog business, pointing out the elephant in the room and creating the space to do consumer-driven work. Comings now has responsibility for Cinnamon Toast Crunch, Golden Grahams and All-Family Cereal Innovation where she is looking to create the next “Helper Mix Tape” level of brand building.


Noteworthy Details

Cancellations received by the office at least two business days prior to the event are eligible for a refund of the registration fee. No refunds will be provided for cancellations received fewer than two business days prior to the event. No-shows will be billed for any unpaid registration fees.


If you have registered, are unable to attend, and would like to give your co-worker your "ticket," please note that this is a members only event and only a pre-registered member to non-registered member switch-out is available.


Please note: Audience photographs may be taken at this event. By nature of your attendance, you are granting permission for your image, voice and likeness to be used for marketing purposes.