Saint Street: Grandma's Molasses Case Study
10
Grandma’s Molasses Cookie Exchange Recipe Contest Campaign Summary December 2013
-
Upload
saint-street -
Category
Documents
-
view
222 -
download
1
description
Review our work and devotion to social media through the scope of one of our brands.
Transcript of Saint Street: Grandma's Molasses Case Study
Grandma’s Molasses Cookie Exchange Recipe Contest
Campaign SummaryDecember 2013
A Snapshot
• Strategic Planning
• Theme & Graphic Design
• FB Application Development
• Online Community Management
• Blogger & Vlogger Outreach
• Media Buying
• Database Development
• KPI’s & Reporting
2
A
Brand Background & Goals Our Focus Channels
BLOGGERS
• Produced by B&G Foods,
Grandma’s Molasses is pure,
highest quality, unsulfured, sun‐
ripened sugarcane molasses
• Campaign focus was to highlight
National Cookie Exchange Day (a
food holiday we created) and
acquire new cookie recipes to
feature on Grandma’s Molasses’s
Facebook page & website
Saint Street helped drive various key elements of the 2013 Grandma’s Molasses Cookie Exchange Recipe Contest. Key deliverables included:
• Developed recipe submission (featuring blogger‐procured recipes) Facebook application• Blogger outreach ‐ secured 12 featured recipes• Created VINE and Instagram videos featuring the baking of campaign cookies• Created a Pinterest campaign board highlighting blogger & fan‐submitted recipes• Media buys on Facebook & Twitter that ran during the contest• Universal brand management across all Grandma’s Molasses social channels• Database development• Secured & Managed Great Food Blogger Cookie Swap partnership
Grandma’s Molasses Cookie Exchange Recipe Contest Campaign Summary
3
Sample Creative & EngagementsGrandma’s Molasses Cookie Exchange
4
Top Stats • 12 recipes submitted by prominent baking bloggers• 10,566 new Facebook fans gained (138.2% increase from Nov to Dec)• 15 Facebook campaign posts with 2,800+ engagements
(1,885 likes + 68 comments + 853 shares = 2,806 total engagements)• 62 new Twitter followers gained (20.3% increase from Nov to Dec)• 75 Twitter brand and @mentions• Estimated blogger outreach impressions – 1,150,000• Total blogger outreach on‐page social engagements – 7,195• Paid Media Stats
Total Impressions – 1,634,066Social Impressions – 167,619Engagement Actions– 31,045
Total Campaign Impressions Associated with Saint Street Actions:3,250,000+
Campaign Stats Highlights
5
Summary# of Entrants to the Cookie Swap – 555 # of Grandma’s Molasses vouchers requested – 305 Grandma’s Molasses Donation – $2,694.60
FacebookGrandma’s posts – 1Likes – 22Comments – 2
Cookie Swap Facebook (https://www.facebook.com/cookieswap)Page likes – 2,531Posts mentioning Grandma’s Molasses – 1 Likes – 92Comments – 10Shares – 12
Cookie Swap Twitter (referencing GM)@Mentions – 23Re‐tweets – 18Favorites – 48
FB Cookie Swap Emails Mentioning Grandma’shttp://bit.ly/Kp2cgThttp://bit.ly/Kp2gwYhttp://bit.ly/1hmXaQ2
Great Food Blogger Cookie Swap
6
Secured Editorial• Total blog links secured – 9• Total YouTube links secured – 1
On‐Page Engagement • Blog page comments – 113• YouTube video views – 4,463• Blog post Facebook actions – 66• Blog post Tweets – 81• Blog post Pinterest pins – 2,339• Blog post Google+ Plus‐Ones – 60• Blogger Facebook page engagements – 91
Total Blogger Outreach Social Engagements* = 7,213*This data was pulled directly from the collective set of 10 campaign‐focused blog/vlog posts
Blogger Outreach Stats Summary
7
Excerpt from description:“Thank you Grandma's Molasses for sponsoring this video! Enter the contest with your own recipe if you're a cookie lover! Here are the rules straight from Grandma!”
Name of channel: Rule of Yum
Link: http://youtu.be/Jri30kaIul4
Post date: 11/28/13
YouTube:# of views: 4,463# of likes: 412# of comments: 28
Facebook:# of posts: 2# of likes: 2
Sample Comment:
Video:
Twitter:# of posts: 1# of re‐tweets: 1# of favorites: 2
Tumblr:# of likes: 33# of re‐blogs: 11
Blogger Examples
8
Name of blog: Culinary Concoctions by Peabody
Link: http://www.culinaryconcoctionsbypeabody.com/2013/11/20/grandmas‐molasses‐oatmeal‐white‐chocolate‐chip‐cookies/
Post date: 11/20/13
On‐site:# of comments: 14# of Pinterest pins: 2,000+
Facebook:# of posts: 1# of shares: 12
Photo from blog post:
Excerpt from blog post:“So when Grandma’s Molasses asked me to create a cookie to help promote their Grandma’s Molasses Cookie Exchange Recipe Submission Contest I was all over it. Didn’t hurt that I already use their product.”
Sample comment:
Twitter:# of posts: 1# of re‐tweets: 1
Pinterest:# of pins: 1# of re‐pins: 78# of likes: 6
9
