Blogs and social media content for the recent #MerryEats marketing campaign generated more than 1.2 million impressions, sparking plans for similar promotions in 2018.
Orchestrated by Full Tilt Marketing, the weeklong program in December spanned Facebook, Instagram, Pinterest and numerous blogs, with influencers sharing holiday recipes. Featured items included organic bartlett pears from Rainier Fruit, Constellation-brand tomatoes from NatureSweet and Envy apples, according to a news release.
Sweepstakes were incorporated into the campaign. During the week of the promotion, nearly 3,000 consumers registered for the giveaways.
“Online influencers are the new face of food promotion and word-of-mouth marketing,” Melinda Goodman, managing partner of Full Tilt Marketing, said in the release. “Multiple research studies report that consumers place high degrees of trust in these micro-influencers about what to cook and what to buy.”
Given the success of the promotion, Full Tilt plans a similarly blogger-driven back-to-school effort and another holiday one as well.