![]() Cappuccino at the center how to incorporate Hills Bros. Cappuccino and engaged their networks across social channels.Ĭontent produced included blog posts featuring stylish images and stories showing how to host an awards party with Hills Bros. Influencers created and shared relevant and inspiring organic stories that connected their audiences to Hills Bros. The content set out to generate buzz for the brand around awards season – a timely tie-in and a perfect way to set the scene for glamorous entertaining imagery and content. Cappuccino as a "must-have" in daily routines and an unexpected but welcome luxurious addition to special occasions. Continuing to utilize these points of view further positioned Hills Bros. This allowed #CappTheNight content to be featured at the center of several unique themes and ensured that it was used in a variety of ways. These glamorous and aspirational content creators were from different areas of the country with unique voices and audiences. ![]() Third-party content has been proven to be more trusted by audiences than brand-created ad campaigns. This allowed the brand to flourish and grow their fan base with an audience that was already receptive and trusting of the influencers' content. The strategy behind partnering with these influencers was to leverage trust they had already built with their own audiences for the Hills Bros. We selected highly influential content creators in the food, entertainment and lifestyle space who already had engaged audiences matching this demographic. It is a glamorous, sweet-tasting, high-quality product that is the perfect addition to any occasion.Ĭommunications objectives included generating buzz around awards season for the brand and notifying target audiences about a sweepstakes competition with a $2,500 shopping spree prize and additional prize packs.Ĭarusele utilized a content marketing approach to reach the target demographic, women in the United States aged between 35 and 54, while they were online and already consuming content. Cappuccino can be the centerpiece of any party, the secret ingredient in a favorite recipe, and the beginning of a fabulous night. The campaign set out to show target audiences Hills Bros. Cappuccino as an elegant option that is much more than a delicious beverage. Marketing objectives included creating a romantic-feeling social campaign that positioned Hills Bros. Cappuccino #CappTheNight marketing campaign was to increase awareness of the brand among audiences in proximity to Kroger and ShopRite locations, encourage them to download a coupon and ultimately drive them in-store to purchase. We've been delighting customers ever since with innovative roasting methods, delicious blends and more.The high-level objective of this Hills Bros.
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