Objective: Drive awareness and sales of Siete Foods by leveraging digital and social media campaigns targeted at gluten-free and keto-friendly audiences, augmented by geofencing to increase in-store conversions.
Challenge
Siete Foods aimed to connect with health-conscious consumers looking for recipes that aligned with their dietary preferences. The goal was to position Siete as an essential ingredient for gluten-free and keto diets while driving both online engagement and in-store purchases.
Insight
Consumers on specialized diets, like gluten-free or keto, actively seek recipes that align with their lifestyle. A campaign focused on recipes featuring Siete products could inspire meal ideas and position the brand as a must-have in these diets.
Opportunity
Combine programmatic video and banner ads with a recipe-driven social media campaign, geofencing retail locations where Siete products are available to create a cohesive digital-to-physical shopping experience.
Solution: “Recipe Revolution” Campaign
- Social Media Recipe Campaign
- Created short-form recipe videos featuring Siete products, such as grain-free tortillas, chips, and sauces, showcasing their versatility in gluten-free and keto-friendly meals.
- Posted on Instagram, TikTok, and Pinterest, focusing on visually appealing and easy-to-follow recipes, like:
- Keto-Friendly Tortilla Wraps
- Gluten-Free Nachos with Siete Chips
- Grain-Free Tacos with Siete Sauces
- Encouraged user-generated content with a campaign tagline: “Siete Your Way”, asking followers to share their own recipes featuring Siete products.
- Programmatic Video and Banner Ads
- Targeted users actively researching recipes online, combining data from keywords like “keto recipes,” “gluten-free snacks,” and “grain-free meals.”
- Designed dynamic banner ads featuring scrolling recipe ideas and a call-to-action: “Find Siete Near You!”
- Integrated programmatic video ads demonstrating recipes in action, driving traffic to the campaign landing page.
- Geofencing Strategy
- Geofenced grocery stores carrying Siete products, delivering ads to shoppers near these locations.
- Used “Shop Now” buttons in mobile ads to direct users to store-specific inventory checkers or grocery apps.
- Landing Page Optimization
- Created a campaign landing page featuring a recipe hub, product information, and links to retailers carrying Siete products.
- Included a store locator tool for easy access to local purchase options.
Results
- Increased Engagement: Recipe videos generated high engagement across social platforms, with a 45% increase in shares and a significant rise in user-generated content tagged with Siete.
- Traffic and Conversion: Programmatic ads drove 20% more traffic to the landing page, with a strong click-through rate from geofenced locations.
- Retail Sales Boost: Geofencing ads resulted in a 15% sales lift at geofenced stores, with higher product turnover in campaign-targeted areas.
- Brand Positioning: The campaign solidified Siete Foods as a trusted and innovative brand for health-conscious consumers, especially within the gluten-free and keto communities.
Takeaway
By combining a social media recipe campaign with programmatic advertising and geofencing, Siete Foods effectively connected with its target audience at multiple touchpoints, driving both online engagement and in-store purchases. The campaign successfully elevated the brand as a go-to choice for gluten-free and keto-friendly meal solutions.
