Fresh Food Company Sweetens Sales with Innovative Digital Campaign
Hiland Dairy
In 2018, Hiland Dairy wanted to increase sales and brand awareness for its milk snacks and new ice cream products. Through an integrated digital campaign, Envoy Fresh helped Hiland do exactly that.
The Objective
- Incent and increase sales of milk snacks and new ice cream by 3%.
- Increase total landing page visits by 20% over previous consumer giveaway.
- Increase total entries by 20% over previous consumer giveaway.
- Increase consumer email database by 2,000.
- Increase general brand awareness by targeting new customers and engaging with existing customers.
To accomplish these objectives, Envoy Fresh created a campaign for Hiland centered around a contest in which shoppers could enter for a chance to win a trip to the Silver Dollar City theme park near Branson, Missouri. They would measure success through contest entries, consumer engagement, email signups and, of course, sales.
The Solution
Envoy Fresh designed an integrated digital campaign to drive contest entries, awareness and sales. The campaign included emails, high-impact digital display ads, a landing page, television ads, pre-roll ads, Pandora streaming ads, an influencer push, and ads on Facebook, Twitter and Pinterest.
The Results
- 15,431,358 total impressions across all media
- 231% increase in landing page visits over previous giveaway
- 547% increase in entries over previous giveaway
The campaign surpassed Hiland’s objectives by leaps and bounds in both awareness and digital metrics. Most importantly, Hiland saw a 10% increase in ice cream sales — far above their original goal.
