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Old London New Year, New Recipes Campaign Summary
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New Year, New Recipes
Sweepstakes Campaign
January 23 - February 6, 2015
Brand Background and Goals
● Produced by B&G Foods, Old London
is a low-calorie, low-fat snack featuring Melba Snacks, Melba Toast, Bagel Chips and JJ Flats flatbread.
● Campaign goals included broadening awareness of the brand and key SKUs by teaming up with Hungry Girl and established food bloggers; increasing social fanbase and overall interest in Old London.
● With an objective of driving traffic to OldLondonFoods.com recipes were only teased on Facebook & Pinterest – full recipes featured on website
● Key tactics were leveraging the brand equity of top-flight food bloggers and executing a highly engaging recipe related sweeps.
Our Focus
● Strategic Planning
● Campaign Ideation
● Creative direction: design
& copywriting
● Online Social Media
Community Management
● Blogger Outreach
● Media Buying
● KPI’s & Reporting
Channels
Campaign Overview
© 2015 Saint Street
Saint Street drove the creation and execution of the Old London New Year, New Recipes Sweepstakes. Key deliverables included: ● Designed and developed all artwork and copywriting for each of the six recipe posts that were featured on
Old London’s Facebook wall, plus additional teaser and winner announcement posts ● Blogger outreach program - seven recipes were secured for Old London’s website, six out of the seven were
incorporated into the sweepstakes ● Twitter engagement featuring each of the six participating bloggers (focused on sweeps entries and recipe
sharing) ● Instagram engagement featuring each of the recipe photos (leveraging bloggers’ fan bases) ● Media buys on Facebook (multiple creative) that ran pre-, during, and post-sweepstakes ● Universal brand/community management across all Old London social channels ● Prize fullfilment
Campaign Summary
© 2015 Saint Street
Teaser Launch Post 1/23 Day 1 Recipe Post 1/26
Day 1 Daily Winner (posted the day after recipe post)
Campaign Experience
Grand Prize Winner posted on 2/6 © 2015 Saint Street
Campaign Samples
© 2015 Saint Street
Food Blogger Outreach: ● Six recipes created for campaign; blog posts included promotion of campaign ● Estimated blogger post impressions = 250,000 ● Total blogger social engagements = 2,646
Old London Twitter: ● 19 Twitter campaign posts with 245 engagements ● 17 new Twitter followers gained (3.4% increase from January to February) ● 15 Twitter brand and @mentions
Old London Instagram: ● 6 Instagram posts with 113 likes
Old Londond Pinterest: ● 6 Pinterest pins to the New Year, New Recipes board ● 9 re-pins + 1 favorite = 10 engagements
Old London Facebook: Estimated Total Campaign Impressions: 1,250,000+
Campaign Stats Summary
NOTE: These stats do
not include estimates
for any Hungry Girl
promotion marketing
efforts.
January 23 - February 6, 2015
Total New Page Likes 2,507 9.6% increase
Total Paid Organic
Total Page Reach 917,178 880,860 36,318
Toal Page Impressions 1,161,472 1,072,528 88,944
Total Post Reach 870,700 835,771 34,929
Total Post Impressions 1,088,193 1,006,310 81,883
Total
Total Post Engagements 45,990
Total Clicks 23,862
Total Likes, Comments, Shares 22,128
© 2015 Saint Street
BLOGGER STATS
Secured Editorial
● Total blog links secured = 6
● (A seventh blogger submitted a recipe but it was only
featured on Old London’s website and not part of the
campaign)
Blogger Engagement
● Blog post page comments = 105
● Blog post Facebook actions = 102
● Blog post Tweets = 164
● Blog post Pinterest pins = 1,102
● Blog post Google+ Plus-Ones = 222
----------------------------------------------------------
● Blogger Instagram engagements = 555
● Blogger Facebook page engagements = 152
● Blogger Pinterest page engagements = 243
Estimated Blogger Post Impressions = 250,000
Total Blogger Social Engagements = 2,646
Blogger Stats Breakdown
© 2015 Saint Street
Post date: 1/26/2015 On-site: # of comments: 13
Facebook: Pinterest: # of posts: 2 # of pins: 1 # of likes: 60 # of repins: 36 # of shares: 19 # of likes: 4 # of comments: 12 Twitter: # of tweets: 4 # of favorites: 13 # of retweets: 15
Link: http://www.themagicalslowcooker.com/2015/01/26/slow-cooker-healthy-creamy-chicken-casserole/
Excerpt from blog post: “A healthy slow cooked creamy chicken casserole that is packed with veggies and topped with Melba Snacks. The Melba Snacks soak up a bit of the creaminess from the sauce, which makes this dish taste like it is topped with stuffing.”
Photo from blog post:
Sample comment:
Blogger Examples
© 2015 Saint Street
Post date: 1/26/2015 On-site: # of Twitter retweets: 3
Facebook: Pinterest: # of posts: 1 # of pins: 2 # of likes: 1 # of repins: 7 # of likes: 4 Twitter: # of tweets: 1
Link: http://mamalikestocook.com/lemon-dill-hummus/
Excerpt from blog post: “This Lemon Dill Hummus has a full flavor that is just a little bit out of the ordinary. The recipe is surprisingly easy to make at home, even if you don’t have much time or aren’t particularly skilled in the kitchen.” “Serve with Old London Melba Snacks and thinly sliced cucumbers.”
Photo from blog post:
Blogger Examples
© 2015 Saint Street
Post date: 1/26/2015 On-site: Google+: # of comments: 46 # of posts: 1 # of Google +1s: 157 # of +1s: 51 # of Twitter retweets: 39 # of shares: 17 # of Pinterest pins: 1,000+ # of comments: 7 Twitter: Instagram: # of tweets: 1 # of posts: 1 # of favorites: 10 # of likes: 522 # of retweets: 13 # of comments: 35 # of replies: 7
Link: http://realfoodbydad.com/sweet-and-savory-crostinis/
Excerpt from blog post: “There’s no recipe with this post, mix and match to your preference—just remember, you’ll need a good hearty toast that won’t get soggy and will stay crunchy. As part of Old London’s 2015 New Year, New Recipes Celebration, I used Old London Melba Toast.”
Photo from blog post:
Sample comment:
Blogger Examples
© 2015 Saint Street
Post date: 1/26/2015 On-site: Twitter: # of comments: 17 # of tweets: 1 # of Facebook likes: 94 # of favorites: 12 # of Google +1s: 65 # of retweets: 45 # of Twitter retweets: 121 # of Pinterest pins: 4 Facebook: # of posts: 1 # of likes: 47 # of comments: 3
Link: http://www.thismomcancook.com/recipes/avocado-egg-salad-recipe/
Excerpt from blog post: “This would not only make for a great snack it would also make for a great appetizer if you happen to like having unique foods at your parties. Old London has a variety of products that would go well with this Avocado Egg Salad recipe like their Melba Toast, Bagel Chips, Melba Snacks and Flatbread.”
Photo from blog post:
Sample comment:
Blogger Examples
© 2015 Saint Street
Post date: 1/26/2015 On-site: Twitter: # of comments: 22 # of tweets: 1 # of Facebook likes: 8 # of favorites: 1 # of Twitter retweets: 1 Facebook: Pinterest: # of posts: 1 # of pins: 1 # of likes: 1 # of repins: 98
# of likes: 16
Link: http://eclecticrecipes.com/spinach-avocado-dip
Excerpt from blog post: “Instead of traditional tortilla chips, I like to pair this dip with Old London Melba Toast. It’s not just for party appetizers, it also makes the perfect little snack. Melba Toasts come in Classic, Wheat, and New Ancient Grains; Melba Snacks – Roasted Garlic and Sea Salt. They all taste amazing and can be used for lots of different recipes.”
Photo from blog post:
Sample comment:
Blogger Examples
© 2015 Saint Street
Post date: 1/26/2015 On-site: # of comments: 7 # of Pinterest pins: 98
Twitter: Facebook: # of tweets: 1 # of posts: 1 # of favorites: 1 # of likes: 9 # of retweets: 1 Pinterest: # of pins: 11 # of repins: 69 # of likes: 9
Link: http://www.culinaryconcoctionsbypeabody.com/2015/01/26/southwest-white-bean-and-chicken-dip/
Excerpt from blog post: “So when Old London Melba said they wanted to send me some of their Melba Toasts and Melba Snacks I said sure, it had been awhile since I had some and wow do they make a whole heck of a lot more flavors now.”
Photo from blog post:
Sample comment:
Blogger Examples
© 2015 Saint Street
