The Web Marketing Association is proud to present this 2019 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Food Industry Social Media Campaign
Michigan-based food flavoring company LorAnn Oils came to TMV in need of a campaign and content strategy. The brand’s line of super-strength flavors (which can be used for anything from baking to candy making) is vast and unique — think mango, cotton candy and bourbon. And even though lorannoils.com was the only place to buy many of these fun flavors, the company’s online sales were lacking. So TMV created One Flavor, Five Ways: a campaign in which LorAnn Oils shows consumers how to use one flavor in five simple recipes each month via five pieces of high-production-value social media content.
The hope was that viewers would see 1) how distinctive and versatile LorAnn’s flavors are and 2) how easy they were to incorporate into their favorite baked goods. The plan worked:
• monthly traffic to lorannoils.com increased by 39%
• 8.1% of users who viewed content made a purchase
• post engagement increased by 412%
• social reach increased by 574%
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