Baker’s Joy “Which Sweet Treat Are You” Personality Quiz & Sweepstakes Campaign April – May 2014
Baker’s Joy “Which Sweet Treat Are You”
Personality Quiz & SweepstakesCampaign
April – May 2014
A Snapshot
• Strategic Planning
• Campaign Ideation
• Creative Direction: design &
copywriting
• Cross‐platform, Online
Community Management (the
voice of Baker’s Joy)
• Blogger Outreach
• FB Application Development
• Video Production (recipes)
• Media Buying
• Database Development
• KPI’s & Reporting 2
A
Brand Background & Goals Our Focus Channels
BLOGGERS• Produced by B&G Foods,
Baker’s Joy is the original non‐stick
baking spray with flour
• Campaign focus was to create
broad awareness of Baker’s Joy
with bakers and foodies.
• Key tactics were leveraging the
brand equity of top‐flight food
bloggers and executing a highly
engaging, viral online personality
quiz sweeps
Saint Street drove the creation and execution of the 2014 Baker’s Joy “Which Sweet Treat Are You?” Personality Quiz and Sweepstakes. Key deliverables included:
• Designed and developed personality quiz and lead gen experience‐‐ Facebook application • Blogger outreach program: nine recipe posts secured• Produced nine YouTube videos (also formatted for Instagram and Vine) showcasing the preparation blogger recipes which were featured throughout the campaign (social media & quiz results)
• Twitter sub‐promotion featuring multiple creative executions including three campaign specific Vine videos
• Media buys on YouTube and Facebook (multiple creative) that ran pre‐, during and post‐sweepstakes
• Universal brand management across all Baker’s Joy social channels• Database development
Baker’s Joy “Which Sweet Treat Are You?” Campaign Summary
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Sample Creative & EngagementsPersonality Quiz & Sweepstakes
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Sample Creative & EngagementsPersonality Quiz & Sweepstakes
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Lead Gen FormSample Question 2
Sample Question 1 Recipe ResultSplash Page
Like Gate
Facebook Application Experience
Campaign Stats Summary
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Top Stats Food blogger outreach: • 9 recipes created for campaign; blog posts included promotion of campaign• Estimated blogger outreach impressions – 1,000,000• Total blogger outreach on‐page social engagements – 21,289 (85% Pinterest)
Facebook:• Total Facebook reach (85,393 organic + 2,349,892 paid) = 2,435,285• 19 Facebook campaign posts with 3,850+ direct post engagements
(2,431 likes + 803 comments + 619 shares = 3,853 total post engagements)• 46,996 total campaign engagements • 12,093 new Facebook fans gained (163% increase from April to May)• 15,807 Facebook video views• 46,745 Facebook app impressions
Twitter: • Total Twitter reach (24,523 organic + 8, 549 paid) = 33,072• 83 Twitter campaign posts with 1,550+ engagements(1,448 clicks + 107 social engagements = 1,555 total engagements)
• 218 new Twitter followers gained (189.4% increase from April to May)• 549 Twitter brand and @mentions
YouTube: • 10,447 total YouTube views • 61,442 total impressions
Instagram: • 279 total Instagram likes
Estimated Total Campaign Impressions: 4,500,000+
BLOGGER STATSSecured Editorial• Total blog links secured – 9(One blogger provided previously posted recipe & promoted quiz on different post – no slide is available for her post)
On‐Page Engagement • Blog page comments – 190• Blog post Facebook actions – 103• Blog post Tweets – 84• Blog post Pinterest pins – 19,261• Blog post Google+ Plus‐Ones – 479• Instagram likes – 72• Blogger Facebook page engagements – 396• Blogger Pinterest page engagements ‐ 704
Total Blogger Outreach Social Engagements = 21,289
Campaign Stats Summary
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FACEBOOK APP STATSPerformanceImpressions – 48,745Clicks – 40,875Quiz Completions – 42,099 | 93%Lead impressions – 36,487Lead submissions – 35,325 | 91%Unique leads – 11,277FB shares – 2,039Tweets – 665
*This data was pulled directly from the collective set of 9 campaign‐focused blog posts
Link:http://www.chocolatemoosey.com/2014/04/22/baked‐vanilla‐bean‐doughnuts/#more‐11755
Post date: 4/22/2014
Blogger Examples
9
Photos from blog post:
Sample comment:
Excerpt from blog post:“Today I’m teaming up with Baker’s Joy to help launch their “Which Sweet Treat Are You?” quiz that pairs your baking personality with one of nine delicious desserts. My challenge was to create simple yet not boring recipe focusing on vanilla. Trust me when I say this – these doughnuts will change your mind about liking vanilla.”
Twitter:# of tweets: 3# of favorites: 1 # of retweets: 2# of replies: 1
Facebook:# of posts: 4# of likes: 51# of shares: 23# of comments: 7
On‐site:# of comments: 32# of Facebook likes: 16# of Google +1s: 303# of Twitter retweets: 14# of Pinterest pins: 7,000+
Pinterest:# of pins: 3# of repins: 128# of likes: 11
Google+:# of posts: 1# of +1s: 52# of shares: 26# of comments: 15
Blogger Examples
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Link: http://www.lifeloveandsugar.com/2014/04/23/white‐chocolate‐truffle‐cake/
Post date: 4/23/2014
Excerpt from blog post:
“You should totally check the quiz out! It’s pretty fun. Plus, they’re giving away daily prizes (you can enter to win by taking the quiz every day!), a $500 Visa gift card, KitchenAid Mixer and a year’s supply of Baker’s Joy cooking spray. Rock on!”
Sample comment:
Photos from blog post:
On‐site:# of comments: 26# of Facebook shares: 24# of Pinterest pins: 8,960
Facebook:# of posts: 1# of likes: 40# of shares: 55# of comments: 7
Pinterest:# of pins: 5# of repins: 86# of likes: 13
Instagram:# of posts: 1# of likes: 56# of comments: 4
Twitter:# of posts: 2# of retweets: 1