Hiland Dairy
12 DAYS OF COOKIES
There's nothing like the smell of baking cookies wafting through the house, especially during the holidays. And since many cookies require a variety of dairy ingredients, it seemed the perfect promotion opportunity for Hiland Dairy. The company’s goals for the promotion included increasing its website traffic by 10 percent, increasing eNewsletter signups, increasing social media interaction – especially using ‘mommy bloggers’ – and increasing overall brand awareness.
To engage with this audience, Envoy crafted a unique experience linking the Hiland website and social media to consumers' favorite holiday recipes, creating a joyful holiday for all!
Every holiday season, families gather and enjoy seasonal food together. And everyone loves to snack on the piles of cookies that various relatives bring, secretly judging them against each other. In this contest, the judging would be online and lead to prizes.
Consumers were invited to upload their favorite holiday cookie recipe to HilandDairy.com. Then website visitors were encouraged to vote for their favorite recipe, which had to include at least one Hiland Dairy ingredient in order to qualify. The contest was promoted with a large rotator on the company’s website homepage, which led to a contest landing page.
A mobile landing page accessible via mobile ads and QR codes was also created. Social media played a big part, too, with entrants encouraging friends to vote for their recipes.
The second part of the promotion was major-market newspaper co-sponsorship, with Hiland partnering with a number of major newspapers, including the Wichita Eagle, Springfield News Leader, The Oklahoman, Tulsa World and the Arkansas Democrat Gazette. While sponsorships varied from market to market, the primary objective of all promotions was to drive readers to enter their favorite holiday cookie recipe through print ads, digital ads and social media. The newspaper then selected the favorite recipes and published these in main news section during the days leading up to the Holiday Season. In addition, all newspapers promoted the contest with Hiland Dairy logo and product images in editorial.
Nearly 10,500 People Voted on Their Favorite Recipe!
The promotion was so successful that Hiland Dairy has run a form of it every year since. And every year around the holidays, consumers upload their recipes and vote to see whose is best. For the client, the contest has been a boon – improving customer engagement, expanding its social media reach and driving website traffic.
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