Hiland Dairy wanted to elevate its holiday presence by strengthening consumer engagement, increasing brand awareness, and driving sales. The goal was to reinforce the emotional connection between the brand and consumers during the holiday season while showcasing Hiland Dairy products as essential ingredients for holiday gatherings. Envoy Fresh implemented a multi-channel strategy to enhance Hiland Dairy’s holiday campaign through digital advertising, video campaigns, streaming audio ads, programmatic TV, a recipe eBook, and social engagement efforts.
The CHALLENGE
Hiland Dairy wanted to increase consumer engagement and brand awareness during the holiday season while positioning its products as essential to holiday gatherings. The campaign needed to drive sweepstakes participation, social media interactions, and website visits, with a particular focus on Texas.
The RESULTS
Strategy and Execution
The campaign utilized a multi-channel digital strategy, including:
- Display & Native Ads: Served within cooking, holiday, and entertainment verticals.
- Pre-Roll & CTV Video Ads: Featured holiday recipes and brand messaging.
- Paid Social Media: Promoted engagement on Facebook, Instagram, Pinterest, and TikTok.
- Streaming Audio: Ads on Pandora and iHeartRadio reinforced brand awareness.
- Programmatic TV (Texas-Specific): Linear TV ads aired in Dallas-Fort Worth, San Antonio, and Houston.
the solution
Envoy Fresh developed the Gratitude and Goodness holiday campaign, integrating:
- A Holiday Sweepstakes: Featuring a Le Creuset Chef’s Oven & Hiland Dairy coupons ($500 total value).
- Recipe Sharing & Holiday Tips: A dedicated webpage and email series to inspire holiday meal planning.
- Multi-Platform Digital Strategy: Including display ads, video, social media (Facebook, Instagram, Pinterest TikTok), streaming audio, and programmatic TV in key markets.
the results
The Goodness and Gratitude campaign delivered strong engagement across multiple platforms, significantly increasing brand interactions and consumer participation. Key Metrics • Total Sweepstakes Entries: 14,121, with Texas as the top market. • Social Media Growth: 3,303 Facebook visits, 2,079 Instagram visits, 1,421 Pinterest followers. • Digital Performance: o 3.3M+ ad impressions, 70% video completion rate, 94% streaming audio completion rate. o 1.2M+ Meta impressions, 8K+ TikTok clicks.
conclusion
The campaign successfully boosted consumer engagement and brand loyalty, positioning Hiland Dairy as a key part of holiday traditions. Texas’s strong participation highlights the impact of localized marketing strategies, setting a solid foundation for future holiday campaigns.
