Client: Michael Angelo's Gourmet Foods (Austin)
Agency: Cohn & Wolfe (Austin)
Campaign: Mother's Day Ciao-Down
Duration: May 3 – 7, 2010
Michael Angelo's Gourmet Foods has a natural connection to mothers. Sara Renna's sons founded the company with her recipes, and she's very active in the business. Plus, VP of sales and marketing Anthony Renna cites mothers as key decision makers in food purchases. So, Michael Angelo's and AOR Cohn & Wolfe (C&W) developed an online campaign for Mother's Day to connect with, and celebrate, moms.
“We believe in affecting purchasing through moms,” explains Renna. “Mother's Day was a wonderful opportunity to affect moms and give them a chance to try our products.”
The team enlisted five high-profile mommy bloggers, who each hosted a one-day contest during the five days before Mother's Day (May 3 – 7) to find the busiest mom in their audiences. On each of the five days, the winning mom received a year's supply of family-sized Michael Angelo's meals or one meal a week for 52 weeks. Renna says the company is very active in social media, and blogs have effectively generated word of mouth.
“[Online engagement] came organically for us -- we've always been a word-of-mouth company,” Renna adds. “When we get people to eat the product, it gives us exponential reach.”
Brooke Hovey, SVP and MD of C&W Austin, says the five mommy blogs were chosen based on audience reach and alignment with the topic. They included: Southern Savers, Hip2Save, Mommy Brain Reports, The Divine Miss Mommy, and Penny Pinching Diva.
Each was given flexibility to conduct the contest as they wished, but all agreed to drive traffic to the other participating blogs and promote each contest.
The team also reached out to other mommy blogs and specific blogs that promote coupons and other deals to raise awareness of the giveaways. Plus, information was posted on Michael Angelo's existing Twitter and Facebook pages, and The Family Table, the company's own online networking site that includes a monthly newsletter.
The contests drew 6,651 entries total, and 6,953 reader comments on participating blogs. The campaign garnered 2,700,028 online impressions.
According to C&W, from May 3 -9 Michael Angelo's website got 1,759 visits (up 34% compared to April 26 – May 2), and The Family Table site drew 1,112 visits (up 74% compared to April 26 – May 2). C&W also notes that 301 new people signed up for the newsletter from May 3 – 9 (up 204% compared to the previous week).
The team is currently working on a promotion for “National Lasagna Day” (July 29) and is planning for this year's holiday season. Hovey adds that an online video series about how Michael Angelo's selects ingredients is also in the works.