Envoy

Social Media Campaign Increases Website Visits by Triple Digits

Hiland Dairy

Show Your PINTEREST in Hiland Dairy

Hiland Dairy wanted to increase its followers and content sharing on the social media channel Pinterest, to which Hiland was new. In addition, Hiland wanted to increase traffic to HilandDairy.com - ideally by 15 percent over the previous February-June time period. Along with these two primary goals, Hiland wanted to maintain volume and sales of its products, particularly baking ingredients, while increasing awareness of its recipe database at HilandDairy.com.

To meet these goals in a single campaign, Envoy developed a contest that was designed to engage consumers and drive visits to HilandDairy.com – "Show Your Pinterest in Hiland Dairy."

The Solution

Through digital media and broadcast radio, consumers were encouraged to "Show Your Pinterest in Hiland Dairy" by following Hiland and repinning favorite recipes or products with the hashtag #HilandDairy.

Monthly prizes were offered that resonated with the target audience, including a cookware set, a signed Pioneer Woman Cookbook, branded cooking items and free coupons for Hiland Dairy products. In addition, Hiland’s mommy bloggers were given prize packages to give away to their audiences in exchange for mentions and links to the contest landing page.

In addition, Hiland’s mommy bloggers were given prize packages to give away to their audiences in exchange for mentions and links to the contest landing page.

The Results

The campaign was a runaway success, with initial goals met and shattered.

According to Google Analytics, visits to HilandDairy.com were up 228%

over the previous year, users were up 211%

In the end, Hiland Dairy was extremely satisfied with the campaign, especially with the new social media channel that had been broken wide open – one favored by its target demographic. Consumers, too, responded positively, sharing recipes and favorite Hiland Dairy products with each other.

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