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#FreshFromFlorida

A multi-phase approach delivered content to drive interest and intent while drawing in new consumers and encouraging loyal consumers to share their fresh recipes and experiences.
Results

Over 146MM impressions; 266,996 clicks to the website; 35,371 social engagements and 20,318 paid and earned social posts across Facebook, Instagram, Twitter and Pinterest.

Objective

Understanding the desire to deepen the relationship with the Fresh from Florida brand and its loyal consumers, this campaign encourages existing fans and potential new customers to contribute to the brand’s narrative.

Strategy

This sharable experience added value to the brand and allowed for two way conversations to develop between Fresh from Florida and consumers. We encouraged foodie enthusiasts to share their #FreshFromFlorida experience to generate awareness, interest and recipe intent.

Tactics

Our content syndicator pushed out existing videos and recipes across premium food-centric sites, an influencer network helped bring recipes to life in a relatable way and we simultaneously supported campaign efforts across social platforms via paid social.

Blogger Engagement

This campaign delivered 110 engaging and creative blog posts, complete with photos and stories about Fresh From Florida. These blog posts generated over 6MM impressions. Engagement on blog posts was high as evidenced by 464 comments and 20,260 social shares by readers, producing 7,579,217 impressions.

Two-Way Conversation

The campaign successfully facilitated two-way conversations, deepening relationships between the Fresh from Florida brand and consumers. By allowing consumers to participate in the brand narrative, we created Fresh from Florida brand enthusiasts.