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January 17

The Show 2019. about to get real.

featuring medal winners of Ad Fed MN’s The Show. Get your shit together & join the crṻe on March 8.

Get loud for FRWD @ Bain, a digital strategic consultancy with agency execution teams in the North Loop, Minneapolis.
Their setlist: a blend of media, creative, and data analysis married to strategic consulting and systems integration.
The Campaign’s Creds
Best of Show, Gold – Data Driven Media
On lead vocals: Emily Bathe, Senior Media Planner
The client GoodFoods
Situation

The primary goal was to build brand awareness and a brand personality for GoodFoods, prioritizing supporting their store-bought chunky guacamole during the fall. Amazing on-trend products, a strong start at Costco, but a generic-sounding and unknown brand name. FRWD @ Bain was hired to create and build a brand that could support and fuel expanding distribution for GoodFoods.

Strategy

The GoodFoods media plan was approached as a combination of brand building and customer support. The piece highlighted in their “Best of Data” award was focused in brand building, where they combined social (native & paid) and influencers to tell the GoodFoods story and learn the impact of high profile content support through native vs. long-tail blogger & social content through influencers.

Creation

Influencers from Linqia created content within a three-flight influencer marketing program featuring helpful tips for party planning and healthy snacking. From this content performance, the FRWD @ Bain team chose which would be amplified further. Nativo then turned various long-form pieces of influencer content into branded content landing pages within relevant publisher sites. These articles also linked back to the GoodFoods’ site.

Execution

The Best of Show-winning campaign was distributed on Nativo’s publisher sites, via Influencers’ social channels, and via GoodFoods’ owned social channels both organically and paid.

The integrated campaign included bright packaging colors, fun shapes and textures, and the brand name itself came together in striking animated videos, social, site and even guided shopping content.

Measurement

Through Google Analytics measurement on site that was associated with our tagged URLs with Linqia and Nativo, they measured on-site conversion rate relative to each source. They found that over 25% of people coming to the site completed a search on the store locator, demonstrating intent to buy.

ABOUT TO GET REAL
a content series featuring medal winners of Ad Fed MN’s The Show from Heibrid.

Get your shit together and join the crṻe on March 8 at Orchestra Hall. #metalNmedals