Background

Following the successful launch of their new website, Sara Lee aimed to expand their online community and boost engagement with their brand. Recognising the popularity of their dessert products, they sought to inspire their audience to get creative in the kitchen. To achieve this, Sara Lee decided to run a promotion that offered a KitchenAid food mixer as a prize to one lucky new follower. The primary objective was to grow their database of followers, thereby strengthening their online community.

Objective

To support Sara Lee in achieving their goal of growing their online community, Thirdegree was engaged to design, develop, and implement a comprehensive four-week pay-per-click (PPC) campaign. The campaign was crafted to attract new followers to Sara Lee’s online platforms while maximizing the number of contest entries for the KitchenAid food mixer giveaway.

The Strategy

Thirdegree adopted a multi-faceted approach that included creative design, web development, campaign management, and strategic email marketing. The key deliverables for the Sara Lee KitchenAid Campaign were as follows:

Design of Social Tile & Key Visual for the Campaign: Thirdegree designed visually engaging social media graphics that captured the essence of the Sara Lee brand and the allure of the KitchenAid food mixer. The key visual was used consistently across all promotional channels to ensure brand coherence.

Website Page Development for the Competition: A dedicated competition landing page was built on Sara Lee’s website. This page provided details about the promotion and served as the primary entry point for participants.

Website Integration Development: Thirdegree ensured seamless integration between the competition landing page and Sara Lee’s existing website infrastructure, facilitating smooth user experiences and data collection.

EDM Design for Promotion Entry: An email design was created for electronic direct mail (EDM) to promote the contest and encourage existing subscribers to participate and share with their networks.

Integration between Client’s Auto-Responder Accounts and Social Media Channels: Thirdegree facilitated integration between Sara Lee’s auto-responder email accounts and social media channels, ensuring consistent communication and engagement across platforms.

Execution & Campaign Management

With a tight timeline, Thirdegree swiftly executed the campaign. The product photography, graphic design, web development, and content creation were completed efficiently to meet the project deadlines.

Once the campaign launched, ongoing management allowed Thirdegree to monitor the campaign’s performance and make data-driven adjustments as needed. This iterative approach enabled the team to optimise ad spend, target the most engaged audiences, and maximize the number of new followers joining the Sara Lee community.

Results

The four-week campaign successfully expanded Sara Lee’s online community, attracting a 12,0000 + new followers and entrants for the KitchenAid mixer giveaway. The strategic integration of social media, web, and email marketing efforts ensured a cohesive and effective promotion, ultimately leading to a strengthened brand presence online.

Thirdegree demonstrated expertise by delivering a comprehensive campaign coming in 50% less than the allocated budget and within a tight timeline, showcasing their digital marketing prowess.