saint street: grandma's molasses case study

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Grandma’s Molasses Cookie Exchange Recipe Contest Campaign Summary December 2013

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Page 1: Saint Street:  Grandma's Molasses Case Study

Grandma’s Molasses Cookie Exchange Recipe Contest

Campaign SummaryDecember 2013

Page 2: Saint Street:  Grandma's Molasses Case Study

A Snapshot

• Strategic Planning

• Theme & Graphic Design

• FB Application Development

• Online Community Management

• Blogger & Vlogger Outreach

• Media Buying

• Database Development

• KPI’s & Reporting

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A

Brand Background & Goals Our Focus Channels

BLOGGERS

• Produced by B&G Foods, 

Grandma’s Molasses is pure, 

highest quality, unsulfured, sun‐

ripened sugarcane molasses

• Campaign focus was to highlight 

National Cookie Exchange Day (a 

food holiday we created) and 

acquire new cookie recipes to 

feature on Grandma’s Molasses’s 

Facebook page & website

Page 3: Saint Street:  Grandma's Molasses Case Study

Saint Street helped drive various key elements of the 2013 Grandma’s Molasses Cookie Exchange Recipe Contest.  Key deliverables included:

• Developed recipe submission (featuring blogger‐procured recipes) Facebook application• Blogger outreach ‐ secured 12 featured recipes• Created VINE and Instagram videos featuring the baking of campaign cookies• Created a Pinterest campaign board highlighting blogger & fan‐submitted recipes• Media buys on Facebook & Twitter that ran during the contest• Universal brand management across all Grandma’s Molasses social channels• Database development• Secured & Managed Great Food Blogger Cookie Swap partnership

Grandma’s Molasses Cookie Exchange Recipe Contest Campaign Summary

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Page 4: Saint Street:  Grandma's Molasses Case Study

Sample Creative & EngagementsGrandma’s Molasses Cookie Exchange

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Page 5: Saint Street:  Grandma's Molasses Case Study

Top Stats • 12 recipes submitted by prominent baking bloggers• 10,566 new Facebook fans gained (138.2% increase from Nov to Dec)• 15 Facebook campaign posts with 2,800+ engagements

(1,885 likes + 68 comments + 853 shares = 2,806 total engagements)• 62 new Twitter followers gained (20.3% increase from Nov to Dec)• 75 Twitter brand and @mentions• Estimated blogger outreach impressions – 1,150,000• Total blogger outreach on‐page social engagements – 7,195• Paid Media Stats

Total Impressions – 1,634,066Social Impressions – 167,619Engagement Actions– 31,045

Total Campaign Impressions Associated with Saint Street Actions:3,250,000+ 

Campaign Stats Highlights

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Page 6: Saint Street:  Grandma's Molasses Case Study

Summary# of Entrants to the Cookie Swap – 555 # of Grandma’s Molasses vouchers requested – 305 Grandma’s Molasses Donation – $2,694.60  

FacebookGrandma’s posts – 1Likes – 22Comments – 2

Cookie Swap Facebook (https://www.facebook.com/cookieswap)Page likes – 2,531Posts mentioning Grandma’s Molasses – 1 Likes – 92Comments – 10Shares – 12

Cookie Swap Twitter (referencing GM)@Mentions – 23Re‐tweets – 18Favorites – 48

FB Cookie Swap Emails Mentioning Grandma’shttp://bit.ly/Kp2cgThttp://bit.ly/Kp2gwYhttp://bit.ly/1hmXaQ2

Great Food Blogger Cookie Swap

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Page 7: Saint Street:  Grandma's Molasses Case Study

Secured Editorial• Total blog links secured – 9• Total YouTube links secured – 1

On‐Page Engagement • Blog page comments – 113• YouTube video views – 4,463• Blog post Facebook actions – 66• Blog post Tweets – 81• Blog post Pinterest pins – 2,339• Blog post Google+ Plus‐Ones – 60• Blogger Facebook page engagements – 91

Total Blogger Outreach Social Engagements* = 7,213*This data was pulled directly from the collective set of 10 campaign‐focused blog/vlog posts 

Blogger Outreach Stats Summary

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Page 8: Saint Street:  Grandma's Molasses Case Study

Excerpt from description:“Thank you Grandma's Molasses for sponsoring this video! Enter the contest with your own recipe if you're a cookie lover! Here are the rules straight from Grandma!”

Name of channel: Rule of Yum

Link: http://youtu.be/Jri30kaIul4

Post date: 11/28/13

YouTube:# of views: 4,463# of likes: 412# of comments: 28

Facebook:# of posts: 2# of likes: 2

Sample Comment:

Video:

Twitter:# of posts: 1# of re‐tweets: 1# of favorites: 2

Tumblr:# of likes: 33# of re‐blogs: 11

Blogger Examples

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Page 9: Saint Street:  Grandma's Molasses Case Study

Name of blog: Culinary Concoctions by Peabody

Link: http://www.culinaryconcoctionsbypeabody.com/2013/11/20/grandmas‐molasses‐oatmeal‐white‐chocolate‐chip‐cookies/

Post date: 11/20/13

On‐site:# of comments: 14# of Pinterest pins: 2,000+

Facebook:# of posts: 1# of shares: 12

Photo from blog post:

Excerpt from blog post:“So when Grandma’s Molasses asked me to create a cookie to help promote their Grandma’s Molasses Cookie Exchange Recipe Submission Contest I was all over it. Didn’t hurt that I already use their product.”

Sample comment: 

Twitter:# of posts: 1# of re‐tweets: 1

Pinterest:# of pins: 1# of re‐pins: 78# of likes: 6

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Page 10: Saint Street:  Grandma's Molasses Case Study

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www.SaintSt.com

[email protected]

714.782.9691