Situation / Objective
The holiday season is one of the most important times of year for spices and McCormick. In an effort to connect with consumers around holiday cooking and encourage engagement with the social community, McCormick and GKV launched the No Flavor Like Home giveaway.
Strategy / Approach
The No Flavor Like Home giveaway launched in 2017 on Pinterest, Facebook, Instagram and Twitter. To enter, followers had to post a photo of their holiday dishes to their social channels using the #NoFlavorLikeHome hashtag, or enter through a form. Each week, 10 winners received a huge holiday cooking spice package.
Year one results? Almost 10,000 entries. Very good by most measures, but we knew we could do better.
For 2018, GKV’s goal was to optimize and fine-tune the campaign. GKV dove deep into the learnings from best-performing content, insights from best-performing paid social assets, and Pinterest best practices/trend reports. We tweaked and revised creative and strategy to surround the consumers on platforms they were already utilizing with content they were already searching for. The campaign also expanded into IG stories. Platform-optimized content was created to encourage people to easily “swipe up” and enter.
From 2017 to 2018, the entries increased by 36%. The shares of the giveaway increased by 235%, and the hashtag use increased by 54%. Though the prizes stayed the same, the results from the optimized content and increased channel use resulted in a huge lift in entries and engagement during the holiday season.