blogwell chicago social media case study: mccormick, presented by jennifer lafrance

SocialMedia.orgVideo Case Studies

Jennifer LaFrance

The Gourmet Dinner Party Chain

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellChicago

June 19, 2013socialmedia.org/blogwell

“Our mission is to save your world from boring food.” Alan Wilson, Chairman, President and CEO

The Incredible Relationship Between Food and Social Media

Recipes Are Social

Recipes are Our “Currency”

The Challenge Reach a younger target audience with the McCormick Gourmet brand and increase exposure of our content.

We converted interest and intention into action

Ashley’s Speakeasy

13K

Dinner Parties

98% Unique Menu

Combinations

32% Increase in site recipe

views

How did we build on our success?

We learned a lot from the

content our fans created.

Declared Interest: Gourmet

Food Facebook “Auction” Target

We discovered an undervalued route to the audience

Declared Interest: Gourmet

Food

Adjacent Interests:

Celebrity News/Popular Music Target

We strengthened our

POV beyond just recipes

We discovered an undervalued route to the audience

We elevated our top fans to

co-curate content with us

…and continuously test &

learn

Results • Highest ever campaign recipe views in 2012

• Built the community to +400k strong in a year’s time

• Generated double-digit engagement rates

Looking Forward…

Spicy Pasta Provencal

Thank You Jennifer LaFrance @jlafrance529 jennifer_lafrance@ mccormick.com

Spicy Pasta Provencal

Learn more about past and upcoming BlogWells

socialmedia.org/blogwell

This video is from

BlogWellSan FranciscoJune 20, 2011

socialmedia.org/blogwell

SocialMedia.orgCase Studies

This presentation is from

BlogWellChicago

June 19, 2013socialmedia.org/blogwell