Hiland Dairy celebrated the summer season with its Summer Sips and Snacks Sweepstakes, inspiring customers to showcase their creativity with Hiland products. Running for six weeks during the summer, this dynamic campaign’s strategic goals were to increase brand awareness, foster social media engagement, and drive traffic to the Hiland Dairy website. Envoy Fresh implemented a multi-channel strategy to enhance Hiland Dairy’s summer campaign through digital advertising, video campaigns, streaming audio ads, programmatic TV, a recipe eBook, and social engagement efforts.
The CHALLENGE
Hiland Dairy faced several challenges: Building Awareness: Competing for consumer attention during a busy summer season. Driving Website Traffic: Encouraging visits to the campaign landing page and participation in the sweepstakes. Expanding the Audience: Capturing new email subscribers and engaging social media users. Highlighting Versatility: Showcasing Hiland products’ adaptability through creative recipes.
The RESULTS
TikTok ads resonated particularly well with younger consumers, helping Hiland establish a strong presence by showcasing summer moments that highlighted the brand’s locally crafted quality.
objectives and planning:
The Summer Sips and Snacks campaign was designed to achieve the following:
Increase Brand Awareness: Establish Hiland Dairy as a household name across its markets.
- Drive Digital Engagement: Boost activity on social platforms, including TikTok, Pinterest, and Instagram.
- Capture Consumer Data: Expand Hiland’s email subscriber base for future marketing efforts.
- Promote Versatility: Highlight creative uses of Hiland products, encouraging consumer purchases.
Planning centered on an integrated media approach combining paid social, programmatic TV, digital display ads, and streaming audio, supported by organic social content and influencer collaborations.
execution
Envoy Fresh implemented a multi-channel strategy to amplify Hiland Dairy’s summer campaign:
1. Digital Advertising:
- Meta Ads achieved a 1.02% CTR with over 2.9 million impressions and 30,171 clicks.
- TikTok delivered a 1.97% CTR with 872,124 impressions, the highest among paid social channels.
- Pinterest generated 1.17 million impressions, with static images outperforming video.
2. Video Campaigns: Nearly 5 million video impressions achieved a 75.56% completion rate, surpassing industry benchmarks.
3. Streaming Audio: Programmatic audio ads reached 2.1 million listeners with a 96% completion rate.
4. Programmatic TV: Delivered 6.67 million impressions, with Kansas City accounting for 47%.
5. Recipe eBook: A digital eBook showcased consumer creativity with winning recipes and inspired home cooks to explore Hiland’s products.
6. Social Engagement: Influencers and the #HilandSummer hashtag drove organic awareness and participation.
Expanding into Texas Markets: As part of its growth strategy, Hiland Dairy focused on increasing brand awareness in new Texas markets. The campaign utilized programmatic TV and digital advertising to target audiences in these areas, highlighting the locally crafted quality of Hiland products. Texas markets, such as Dallas and Houston, experienced strong engagement through TikTok ads, which resonated particularly well with younger consumers. By tailoring its creative messaging to showcase summer moments, Hiland successfully introduced itself to new audiences.
the results
The campaign exceeded expectations across all metrics:
- Sweepstakes Participation:
- 6,229 total entries and 6,652 bonus entries, driven by social shares and referrals.
- 544 recipe submissions highlighting consumer creativity.
- Digital Engagement:
- 3,183 new email subscribers, boosting Hiland’s database for future campaigns.
- TikTok achieved the highest CTR (1.97%) among all paid platforms.
- Pinterest delivered over 4,500 outbound clicks to the campaign landing page.
- Brand Lift Results: An 8.5% increase in brand awareness and a 4.8% lift in ad recall among surveyed audiences.
- Website Traffic: The campaign landing page drew nearly 100,000 views, with users spending an average of 8 seconds per visit.
Hiland Dairy successfully strengthened its position as a beloved regional brand while fostering meaningful connections with consumers during the summer season.
