Digital campaign doubles expected leads for medical device brand
Smith+Nephew
A promotion helped this nonprofit boost web traffic 712% in 1 month
Client
Dairy MAX is a local nonprofit dairy council representing more than 900 dairy farm families across Texas, Oklahoma, New Mexico and southwest Kansas.The Challenge
Dairy MAX wanted to increase website traffic to its recipe pages to encourage dairy consumption. Every year, June Dairy Month is an opportunity for an especially big push.
Insight
Stats showed our target audience spends a lot of time on Pinterest, and that visual content – especially video – was especially influential. Here’s how we used social media to spread the dairy love.
Creativity
We devised a Pinterest contest encouraging our audience to pin Dairy MAX recipes for a chance to win a KitchenAid mixer and other cool baking tools. In addition to making fun graphics, we asked some of Dairy MAX’s farm wives to record short, simple videos encouraging our audience to join the fun.
Technology
We started by pinning each #DairyAmazing recipe page with optimized photos, titles and descriptions. We used Facebook promoted posts and ads, with two videos – one promoted to fans and their friends, one promoted to nonfans in our target audience.
The Results
712% traffic increase on recipe pages during June Dairy Month.Stats
15,641 impressions of the #DairyAMAZING Pinterest board
5,343 recipe page visits – 25% of total traffic
209 new followers
555 recipe repins
Awards
2015 Fort Worth American Advertising Awards
- Gold ADDY – Social Media, Multiple Platforms
2015 Worthy Awards
- Worthy Award – Dairy Discovery Zone – Community Relations Program
