Case Study That Demonstrates Expertise in Social Content Creation
MCKEE FOODS — SUNBELT BAKERY GRANOLA BARS
As you read this case study, imagine how well this would work with the Feltman’s army.
BUSINESS CHALLENGE
Increase the social media engagement and ROI against women 25-45 with children under 12 in the household.
STRATEGIC INSIGHT
Personal organic social media reach is 5 times greater than business organic social media reach.
So, if we could entice Sunbelt Bakery’s social media fans (or in your case the Feltman’s Army) to share Sunbelt Bakery content on their personal social media pages, Sunbelt Bakery’s organic reach would be greatly increased.
CREATIVE SOLUTION
Johnson Group and the Sunbelt Bakery marketing team created these unique solutions:
- A Social Media Brand Advocacy campaign that rewards Sunbelt Bakery’s customers for posting Sunbelt Bakery content on their personal social media pages
- A Sunbelt Bakery Blog that hosts all content allowing Sunbelt Bakery to capture email
addresses and pixel visitors for retargeting, and allows consumers to read and share the entire Brand Story - A partnership with a Celebrity Mommy Blogger to help write and share content
CONTENT
BLOT OUT BREAST CANCER
As a longtime supporter of The National Breast Cancer Foundation, Sunbelt Bakery is passionate about promoting the importance of early detection. To help spread the word, we created “Blot Out Breast Cancer,” a fun event that empowered women to fight back with regular screenings…and paint-filled water balloons. Needless to say, the event made a huge splash in the market.
Sunbelt Bakery SLAM!
During the NCAA’s March Madness, our mission was to generate branded content that would appeal to moms—whether they liked basketball or not. So we created Sunbelt Bakery SLAM!, an event where we invited kids to throw down some jams on a pint-sized hoop. In case you’re wondering, yes, we had even more fun than the kids (as evidenced by our creative director’s laugh at the end).
RESULTS
6X NIELSEN AVG.