Post on 20-Aug-2015
SocialMedia.orgVideo Case Studies
Jennifer LaFrance
The Gourmet Dinner Party Chain
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellChicago
June 19, 2013socialmedia.org/blogwell
“Our mission is to save your world from boring food.” Alan Wilson, Chairman, President and CEO
The Incredible Relationship Between Food and Social Media
Recipes Are Social
Recipes are Our “Currency”
The Challenge Reach a younger target audience with the McCormick Gourmet brand and increase exposure of our content.
We converted interest and intention into action
Ashley’s Speakeasy
13K
Dinner Parties
98% Unique Menu
Combinations
32% Increase in site recipe
views
How did we build on our success?
We learned a lot from the
content our fans created.
Declared Interest: Gourmet
Food Facebook “Auction” Target
We discovered an undervalued route to the audience
Declared Interest: Gourmet
Food
Adjacent Interests:
Celebrity News/Popular Music Target
We strengthened our
POV beyond just recipes
We discovered an undervalued route to the audience
We elevated our top fans to
co-curate content with us
…and continuously test &
learn
Results • Highest ever campaign recipe views in 2012
• Built the community to +400k strong in a year’s time
• Generated double-digit engagement rates
Looking Forward…
Spicy Pasta Provencal
Thank You Jennifer LaFrance @jlafrance529 jennifer_lafrance@ mccormick.com
Spicy Pasta Provencal
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellChicago
June 19, 2013socialmedia.org/blogwell