Belfonte Dairy wanted to engage consumers with helpful holiday recipes and content while spreading awareness that Belfonte is made in Kansas City. Through a partnership with a local food blogger, Belfonte shared weekly recipes and coupons with consumers for the entire month of December. Consumers were able to enter for a chance to win a $300 coupon pack and a Ninja Foodi pressure cooker/air fryer. With nearly 5,000 entries and a conversion rate of 45%, this promotion was one of Belfonte’s most successful yet.
The CHALLENGE
Belfonte sales data paired with IRI and Nielsen data prove dairy sales see a notable spike in holiday months like November and December. The number of people cooking and baking at home increased because of the ongoing COVID-19 pandemic. Belfonte wanted to engage with consumers in a helpful way during this time while also promoting their popular dairy baking products and ice cream.
The SOLUTION
Envoy developed an engaging consumer promotion that was supported with a strategic media plan. To further Belfonte’s local messaging, we teamed up with a popular Kansas City station and coordinated a local radio station partnership for additional on-air giveaways.
The RESULTS
Objectives and Planning:
Following a well-received Thanksgiving-themed promotion in November, Belfonte’s goal was to further engage consumers with more delicious holiday recipes and content throughout December. Desired outcomes would be visits to the recipe content on the landing page with an entry incentive – a chance to win a prize pack of Belfonte free product coupons ($300 value) and a Ninja Foodi Pressure Cooker/Air Fryer. Contest entrants would be required to complete the entry form. A goal to gain a minimum of 2,000 entries was set. Another goal was set to grow the database for Belfonte’s e-newsletter subscribers by 500 after the promotion. Consumers were encouraged to sign up for Belfonte’s email to be the first to know when the new recipes were posted on the landing page each week and had the option of opting in via the giveaway entry form.
Increasing brand awareness of Belfonte as the local dairy option in the Kansas City market was a tertiary goal. To drive home that local message, Belfonte teamed up with Kansas City food blogger, Lovely Inside Out, to create five custom recipes to roll out to its consumers each week in December. The recipes were paired with branded recipe cards that were quickly printable and digital coupons for the products included in each recipe to drive sales.
Execution
The promotion was supported with a media buy that included digital display, Facebook/Instagram ads, native ads, and pre-roll video. We also opted for a radio buy with a popular Kansas City station and coordinated a DJ partnership for additional on-air giveaways. Public relations strategy included a press release to the Kansas City area, along with the delivery of holiday-themed gift baskets to local radio DJs with the release. The organic approach included social media posts, custom #BelfonteHoliday hashtag, cover photos; weekly consumer emails (five total); and an updated homepage feature on belfontedairy.com each week. Belfonte’s influencer/blogger partner, Lovely Inside Out, also shared the recipes on her blog and social media – extending the reach to include her local followers.
Results
“Holiday Help from Belfonte” was one of the most successful campaigns to date, with a conversion rate of nearly 45%. Our goal of 2,000 entries was more than doubled, seeing almost 5,000 entries in a single month. In addition, the initial goal of 500 email signups was nearly quadrupled, with over 1,900 new email subscribers via the entry form. While brand awareness is not immediately measurable, we were happy to see over 2.7 million impressions with our digital media efforts and over 34k impressions through our radio partnership.
Final Results
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- Total Entries: 4,757
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- Email Signups: 1,915
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- Landing Page Views: 10,591
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- Conversion Rate: 44.9%
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- Total Entries: 4,757
Media Results
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- Over 2.7m impressions
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- Over 34k radio impressions
