saint street: wright's liquid smoke case study
DESCRIPTION
Review our work and devotion to social media through the scope of one of our brands.TRANSCRIPT
Wright’s Liquid Smoke “Deer Days Sweepstakes”
Campaign SummaryDecember 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
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 & EngagementsGrand 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 – 1,012,709Social Impressions – 50,881Engagement Actions – 5,343
Total Campaign Impressions Associated with Saint Street Actions: 1,500,000+
Campaign StatsCampaign 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
