Creating Viral Trends that Extend to Earned Media
Maple from Canada recognized the opportunity to leverage "viral recipes" to increase brand awareness and consumer reach.
Insight
Instagram influencers showcasing recipes made with pure maple syrup from Canada hold the key to attracting new audiences and media attention.
Idea
We developed four recipes (Maple Ice Cubes, Maple Candy, Maple Golden Milk and Maple Golden Yogurt) and launched influencer videos – Recipe Rebel, Cooking Bomb and Succulent Bite – to showcase the recipes at key moments. We promoted the content across Maple from Canada's social channels with paid spend and used search engine marketing (SEM) to drive traffic to the recipe pages on its website.
Impact
The viral trend reached consumer food and lifestyle media, securing notable hits like Better Homes & Gardens and MSN Lifestyle.
Results
372M
media impressions
53K
website pageviews
3M
total reach
Awards
Reach Out
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