Now We're Cooking! - Stouffer's Social and Digital Campaign
Late in 2016, Grey Group was asked to introduce Stouffer's new line of innovative cooking creations - Slow Cooker Meal Starters, Seasoning Wraps, and Sauce Duos - to multicultural American moms.
The goals of the "Now We're Cooking" campaign were to drive awareness of Stouffer's new products while educating mothers on how simple they were to use, deepen the connection between multicultural American mothers and Stouffer's, and reposition Stouffer's as a brand in touch with modern food trends with cooking tools that fit contemporary Americans' lifestyles and values. With that in mind, a broad digital campaign was launched, touching on everything from Stouffer's website to a massive social media campaign to a slew of online videos on YouTube.
YouTube Video Scripts & Post Copy
Click on either board to view all posts and copy!
The content outperformed not only all Nestle benchmarks on social media, but also all previous Nestle social media content:
- Sales velocity more than doubled.
- Video Completion Rate on Youtube was above 85%, well above the Industry Benchmark
- Pinterest engagement rate crested 25%, nearly ten times the Industry Benchmark.
- Facebook engagement rates more than doubled the Industry Benchmark