Crock‐Pot™ Slow Cookin’ Recipe Contest Campaign Summary September ‐ November 2013
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Crock‐Pot™ Slow Cookin’ Recipe ContestCampaign Summary
September ‐ November 2013
A Snapshot
• Strategic Planning
• Theme & Graphic Design
• FB Application Development
• Online Community Management
• Blogger & Vlogger Outreach
• Video Production – BTS, VINE,
• Media Buying
• Database Development
• KPI’s & Reporting
2
A
Brand Background & Goals Our Focus Channels
BLOGGERS
• Produced by B&G Foods,
Crock‐Pot® Seasoning Mixes
features six different seasoning
flavors
• Campaign focus was to raise
awareness of two new seasoning
mixes
• 2nd annual campaign
Saint Street helped drive various key elements of the 2013 Crock‐Pot™ Seasoning Mixes Slow Cookin’ Recipe Contest. Key deliverables included:
• Developed recipe submission, voting, and winners announcement Facebook applications• Blogger/Vlogger outreach program: 50 posts secured• Management of campaign ambassadors (early entrants and promoters)• Produced 10 Instagram videos showcasing the preparation of the semi‐finalist recipes• Created a Pinterest campaign board highlighting 100+ recipe submissions• Media buys on YouTube and Facebook that ran pre‐, during and post‐contest• Design & management of email campaign: reinforcing to enter and vote multiple times; winner announcement email
• Universal brand management across all Crock‐Pot® social channels• Database development
Crock-Pot™ Slow Cookin’ Recipe Contest Campaign Summary
3
Sample Creative & EngagementsEnter to Win a Year of Free Groceries!
4
Top Stats • 225 recipes submitted• 6,372 votes cast• 16,770 new Facebook fans gained (75.7% increase from Sept to Nov)• 15 Facebook campaign posts with 1,500+ engagements
(1,131 likes + 144 comments + 283 shares = 1,558 total engagements)• 605 new Twitter followers gained (115% increase from Sept to Nov)• Over 1,900 Twitter brand and @mentions• Added 12 YouTube videos to Crock‐Pot Seasoning Mixes channel (10 Instagram recipe videos + 2 Sherri Williams videos) with 5,330 views
• Estimated blogger outreach impressions – 1,250,000• Total blogger outreach on‐page social engagements – 146,877• Paid Media Stats
Total Impressions – 4,862,716Social Impressions – 1,661,950 Engagement Actions – 18,558YouTube Video Views – 4,078
Total Campaign Impressions Associated with Saint Street Actions:8,000,000+
Campaign Stats Highlights
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Secured Editorial• Total blog/Instagram links secured – 41 • Total YouTube links secured – 9
(One vlogger has turned his page private, no slide is available for his post)• Total mini promotional contests staged by bloggers – 23
On‐Page Engagement • Blog contest entries – 101,516 • Blog page comments – 3,239• YouTube video views – 30,500• Blog post Facebook actions – 7,796• Blog post Tweets – 2,884• Blog post Pinterest pins – 747• Blog post Google+ Plus‐Ones – 135• Instagram likes – 55• LinkedIn shares – 5• Blogger Facebook page engagements – 793
Total Blogger Outreach Social Engagements* = 146,877*This data was pulled directly from the collective set of 49 campaign‐focused blog posts
Blogger Outreach Stats Summary
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Name of YouTube Channel:Brother’s Green Eats
Link: http://www.youtube.com/watch?v=_mcbFuVF7qE&feature=share&list=UUzH5n3Ih5kgQoiDAQt2FwLw
Post Date: 09/30/13# of video views: 15,327# of comments: 116# of entries: 108
On Facebook:# of likes: 13# of comments: 4
Sample comment:
YouTube Video:
Blogger Examples
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Excerpt from blog post: “What better way to have some hearty food than to do so some slow cooking with a crock‐pot. One of the easiest ways to create a stew, chili, pulled pork and more is with Crock‐Pot Seasoning Mixes! Just add a packet to your slow cooker and it will make any food you put in there taste great!
Name of blog: Powered By Mom
Link: http://www.powered‐by‐mom.com/get‐cooking‐crock‐pot‐seasoning‐mixes‐giveaway‐ends‐1029/
Post date: 10/19/13
On‐Site:# of comments: 89# of entries: 14,377# of Facebook likes: 16# of Twitter re‐tweets: 260
Photo from blog post:
Sample comment:
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