Pillsbury wanted to drive buy rate with consumers with young families and inspire moms with kid-friendly dinner ideas that are a twist on family favorites.
Their ultimate goal was to encourage core users to incorporate Crescents into their weekly dinner routine, to build brand-affinity and create a loyal base of consumers year-round.
- Video: 1.45x over benchmarked views
- Interactive Units: 3.9x over benchmarked impressions
- Content + Social Amp.: 14.8x over benchmarked impressions
One hand-selected premium influencer created engaging content around Pillsbury's Taco Crescent Ring, followed with a how-to branded video that brought the recipe to life to build inspiration and intent with her like-minded community.
Premium content was scaled across social channels, building mass awareness for Pillsbury's initiative while reaching receptive moms and core users in trusted environments where they are taking recommendations and inspiration from their peers.
Custom branded interactive unit ran across Facebook and Twitter to offer consumers a unique user experience. Unit featured how-to video, influencer content and captivating imagery, where consumers could interact with all of it at once to deepen inspiration and drive intent.
Animated banners ran on select contextually relevant family/kid friendly recipe sites, driving consumers to the Taco Crescent recipe on Pillsbury.com to inspire moms nationwide and drive in moment purchase intent.