Belfonte Dairy created holiday magic with its Holiday Cheer & Sweet Treats campaign, positioning its dairy products as the essential ingredients for budget-friendly holiday baking. The campaign evoked warm, nostalgic holiday memories while driving brand awareness, website traffic, social media engagement, and email list growth. This festive promotion, ran from November 14 to December 8, 2024. Envoy Fresh developed an engaging consumer promotion with a strategic social media plan utilizing influencer partnerships to create engaging content with visually festive imagery and trendy TikTok videos to engage a younger audience.
The CHALLENGE
Belfonte Dairy faced the challenge of standing out during a competitive holiday season while addressing key objectives: Increase Brand Awareness: Showcase Belfonte as Kansas City’s go-to for local dairy products for holiday recipes. Engage Home Bakers: Provide creative, affordable, and family-friendly baking solutions. Grow Digital Presence: Capture new email subscribers and social media followers. Drive Retail Sales: Encourage demand for Belfonte products in stores.
The RESULTS
Objectives and Planning:
To address these challenges, Envoy Fresh developed a strategic campaign focused on these measurable objectives:
- Increase Brand Awareness: Generate excitement and buzz around Belfonte Dairy during the holiday season.
- Drive Website Traffic: Attract visitors to the dedicated holiday landing page for recipe inspiration and giveaway entries.
- Grow Email List: Capture consumer data through email sign-ups for future marketing efforts.
- Boost Social Engagement: Increase interactions and followers across Belfonte’s social media platforms.
- Enhance Retail Partnerships: Support retailers with co-branded promotional materials like shelf talkers and recipe cards to increase in-store visibility and sales.
The planning phase centered on a comprehensive media mix, including digital advertising, influencer marketing, public relations, and organic social media content. Each tactic was carefully designed to resonate with home bakers, families, and holiday enthusiasts seeking budget-friendly celebrations.
Execution
Envoy Fresh executed the campaign with a robust multi-channel approach, ensuring consistency across all touchpoints:
1. Digital Advertising:
- Facebook & Instagram: Generated 833,290 impressions and 4,854 clicks with visually festive ads targeting home bakers and families.
- TikTok: Captivated younger audiences with engaging short videos, delivering 349,227 impressions and 2,227 clicks (CTR: 0.64%).
- Pinterest: Delivered visually inspiring recipe content, achieving 282,955 impressions with a 0.42% CTR for image ads.
2. Influencer Marketing: We partnered with top baking influencers to create and share festive holiday recipes. Sara Alvord (@A Flavor Journal) showcased sour cream sugar cookies and peppermint-inspired treats, while Cassidy Morris (@Whiskfully Blessed) crafted cutout gingerbread cookies with cream cheese frosting and gingerbread cheesecake-stuffed cookies.
3. Social Media Content:
- TikTok: Short, playful videos showcasing baking tips and recipe hacks.
- Pinterest: Festive boards featuring Belfonte products.
- Facebook/Instagram: Engaging posts highlighting recipes, family traditions, and holiday cheer.
4. Dedicated Holiday Landing Page: A festive hub featuring holiday recipes, an entry form for the grand prize, and links to Belfonte’s social media channels. The page attracted over 10,000 views with a 44.9% conversion rate.
5. Public Relations Push: A press release announcing the consumer contest was sent to local media outlets.
Results
The campaign exceeded expectations, delivering outstanding outcomes:
- Website and Sweepstakes Metrics:
- Total entries: 3,744
- Landing page views: 11,885
- Email sign-ups: 1,216
- Conversion rate: 45%
- Digital Media Performance:
- Facebook & Instagram: 833,290 impressions, 4,854 clicks, and a 0.58% CTR.
- TikTok: 349,227 impressions and 2,227 clicks (CTR: 0.64%).
- Pinterest: 282,955 impressions with a 0.42% CTR for image ads.
- Social Media Engagement: Organic efforts gained 860 new followers across platforms and generated over 8,825 video views.
Belfonte Dairy successfully positioned itself as a beloved local brand, offering families budget-friendly solutions for holiday baking while fostering deeper connections with its community.
