Wright’s Liquid Smoke “Deer Days Sweepstakes”

Campaign Summary December 2013

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,

Wright’s Liquid Smoke has been

a pantry staple since 1895

• Campaign focus was to raise

awareness of the product with

hunters and fans of smoky venison

recipes

• Virally share three Wright’s recipes

through blogger outreach and with

those who entered the sweeps

© 2015 Saint Street

Saint Street concepted & executed the 2013 Wright’s Liquid Smokes Deer Days Sweepstakes. Key deliverables included:

• Development of sweepstakes submission Facebook application

• Partnered with hunting enthusiast blogs/websites as well as food bloggers with an affinity for venison

• Aggressive promotion of pre-selected and submitted Wright’s recipes on Facebook and Twitter

• Created a Pinterest board focused on venison recipes

• Facebook ad campaign that ran pre-, during and post sweeps

• Universal brand management across all Wright’s Liquid Smoke social channels

• Database development

Wright’s Liquid Smoke Deer Days Sweepstakes Campaign

Summary

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Sample Creative & Engagements

Grand Prize $500 Bass Pro Shops Gift Card and a Wright’s Liquid Smoke Gift Pack

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Top Stats

• 6,266 sweepstakes entries

• 6,687 new Facebook fans gained (1239% increase from Nov to Dec)

• 9 Facebook campaign posts with 450+ total engagements

(383 likes + 34 comments + 49 shares = 466 total engagements)

• 92 new Twitter followers gained (88.5% increase from Nov to Dec)

• 100+ Twitter brand and @mentions

• Estimated blogger outreach impressions – 100,000

• Total blogger outreach on-page social engagements – 267

• Paid media stats

Total Impressions – 1,012,709

Social Impressions – 50,881

Engagement Actions – 5,343

Total Campaign Impressions Associated with Saint Street Actions:

1,500,000+

Campaign Stats Campaign Stats

Highlights

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Secured Editorial • Total blog links secured – 10 • Total mini promotional contests staged by bloggers – 2 On-Page Engagement • Blog contest entries – 74 • Blog page comments – 17 • Blog post Facebook actions – 110 • Blog post Tweets – 8 • Blog post Pinterest pins – 1 • Blogger Facebook page engagements – 40 • Blogger Twitter page engagements – 10 • Blogger Pinterest page engagements – 7 Total Blogger Outreach Social Engagements* = 267 *This data was pulled directly from the collective set of 10 campaign-focused blog posts

Blogger Outreach Stats

Summary

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Photo from blog post:

Sample Comment:

Blogger Outreach Examples

Name of blog: Food for Hunters Link: http://foodforhunters.blogspot.com/2013/12/smoky bbq-beans-with-venison.html Post date: 12/18/13 On-site: # of comments: 2 # of Facebook likes: 29 # of Twitter re-tweets: 3 Facebook: # of likes: 14 Pinterest: # of pins: 1 # of likes: 5

Twitter: # of posts: 5 # of re-tweets: 1 # of favorites: 1

Excerpt from blog post: “Food for Hunters thanks Wright’s Liquid Smoke for sending us samples of their product and invite you to enter their Deer Days Sweepstakes – a chance to win a $500 Bass Pro Gift Card and a Wright’s Liquid Smoke Gift Pack!”

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Photo from blog post:

Sample Comment:

Excerpt from blog post: “With deer hunting coming to an end, at least in California, I thought I would share this amazing gluten free smoky venison stew recipe… I created it in honor of Wright’s Liquid Smoke’s upcoming venison east to enter contest where they will reveal three additional smoky venison recipes and giveaway a huge gift certificate.”

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Name of blog: Carla’s Gluten Free Recipe Box Links: http://glutenfreerecipebox.com/gluten-free-smoky-venison-stew-recipe/ http://glutenfreerecipebox.com/wrights-liquid-smoke-gluten-free/

Post date: 12/02/13 On-site: # of comments: 2 # of entries: 46 # of Twitter re-tweets: 5 # of Pinterest pins: 1 Pinterest: # of pins: 1

Facebook: # of likes: 10 # of comments: 3 # of shares: 1

Twitter: # of posts: 1

© 2015 Saint Street

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info@SaintSt.com

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© 2015 Saint Street