Digital Strategy, Influencer Marketing, Online Advertising, Content Development, Data Analysis
Bring awareness to all Clover has to offer for the holidays especially for baking products and egg nog for 2 months. Also, foster the holiday spirit of giving, gifting and Clommunity by asking users to share their favorite family recipes using the hashtag #CloverCooks. Users receive access to the Clover Cookbook that includes influencer recipes, Clover family recipes and user recipes.
Spark social sharing by working with influencers to create holiday recipe content using Clover products creating an audience growth.
A minimum of 8 original recipes integrating into Thanksgiving, Christmas and Hannukah.
Focus on influencers in California where the majority of their sales happen.
Increase Website Traffic to Family Traditions + Egg Nog Pages
We positioned #CloverCook as a holiday campaign that brought awareness to all Clovers Organic products had to offer for the holidays especially for baking products and egg nog. This campaign lasted for 2 months and fostered the holiday spirit of giving, gifting. The Clommunity users were asked to share their favorite family recipes using the hashtag #CloverCooks. Users then received access to the Clover Cookbook that included our paid influencer recipes, Clover family recipes and user recipes.
Tactically, we built a list of influencers in the food and family category and crafted messaging specific to the categories with the requests. We then created a calendar to time the release of the influencer content around the holidays to make sure that we consistently had new recipes going up This was supported by paid advertising on Facebook, Instagram and YouTube with a special focus on highlighting user generated content on the Clover Family Tradition Landing Page where the Clover Cookbook lived. We then established tracking methodology and systems to measure performance on influencer activations.
Reached organically 1,250,600+ on Facebook and Instagram
Reached paid 1,782,588+ on Facebook and Instagram
Increased Facebook fans by +68,046
Increased Twitter fans by +21,941
100+ influencers contacted
15+ influencer recipes confirmed including original images and 3 videos.
Total organic reach of 2.5M+
Dozens of user submitted recipes throughout the campaign
Forged positive relationships with influencers now in discussions for more long term partnerships with the brand.