Blogger/Integrated Social Media Campaign Study
Baker’s Joy: Which Sweet Treat Are You?
Total Facebook Reach
Total Twitter Reach
Total YouTube Views
Total You Tube Impressions
With an emphasis on Millennials, promote Baker’s Joy in a non-traditional way to drive seasonal in-store sales and grow the brand’s database. Additionally, a focal KPI was social engagement across the key channels we leveraged for cross-promotion e.g. Facebook campaign app, YouTube recipe videos, Pinterest campaign recipe Pins, etc.
Create a Buzzfeed-like personality quiz. We recruited 9 top-tier foodie bloggers to create sweet treat recipes (each recipe was a quiz result), and leveraged their social footprint as the primary driver of campaign awareness. Each recipe was re-created in the form of short videos and featured on Facebook, YouTube, Twitter/Vine and Instagram.
Total blog features: 9
Total blogger outreach social engagements: 21,289*
Total blogger outreach impressions: 1,000,000+*
*Impressions earned on blogger social channels
Total Facebook reach: 3,000,000+**
Total Twitter reach: 40,000+**
Total YouTube views: 15,000+**
Total YouTube impressions: 61,442**
**Total engagements secured on Baker’s Joy social channels: 30,000+
We base our integrated planning around four key factors:
- The business goals and objectives of the client/brand
- The target audiences which will best deliver on those goals and objectives
- The key messages that need to be marketed and received
- An understanding of the channels and tactics that are currently working for the client