Knowing that we wanted to make a big impact with no paid media, part of our strategy was to listen to real-time conversations and engage with opportunities. This tactic would help make up for lack of paid media support and gain exposure, maximizing earned reach and engagement. This payed off when T3 flagged a real-time Instagram Story mention of Jet-Puffed from Grammy-Award winner John Mayer to his 3.7MM followers. Within the same day, the team provided a response recommendation and transformed the iconic Jet-Puffed label to incorporate quotes from his Instagram Story and delivered a gift of six personalized jars. John featured “John-Puffed” Marshmallow Creme in his live Sunday Night Instagram Variety Show, “Current Mood,” showing off his gift for 2 minutes to 110K real-time viewers. This celebrity surprise and delight activation ultimately resulted in +504K Instagram Story impressions and 7K brand mentions.
To keep the brand top of mind we created short form visual stories that built an emotional connection and demonstrated the many ways how Jet-Puffed Marshmallows can be used. This included tried and true and on-trend applications that embodied “quick and easy”. Summer s’mores and favorite holiday dishes reinforced tradition while unique recipes (e.g. melted marshmallow cupcake topping and rainbow pops) and activities (storytime and rainy days) introduced new usage occasions.
Following best practices isn’t enough to capture attention and gain reach in saturated social feeds, especially when all of your content is organic. So we created unique interactive posts rooted in user behavior. Short form mobile video with eye-catching colorful graphics drove an engagement rate that was 13x higher than the industry average (.24% Facebook average. Source: Rivaliq). To ensure we owned key windows when marshmallows were top of mind, like Toasted Marshmallow Day, we used the under-utilized Facebook format, the “press and hold” image. Social users were able to toast a marshmallow to their liking in feed from their mobile phone. The end result? A 15% engagement rate (62X industry average, .24% Facebook average. Source: Rivaliq).