A global leader in the food ingredient manufacturing industry hired me to create a major campaign and video series interviewing “thought leaders” and industry experts. I handled design thinking and ideation, strategy, project management, graphic and web design, social media marketing, search engine optimization (SEO), video scripting, and storyboarding, and assisted with videography, production, and video editing in post-production. The concept behind this series was to transparently share thought leadership with consumers about the food science industry and all-natural alternatives to synthetic food additives. To accomplish this, we recorded exclusive video interviews with food chemists, scientists, and other respected international experts in the field.
Marketing Technology for a Learning Campaign
Using marketing technology, we also created a “hype marketing” social media campaign to build interest in the series. I wrote, produced, and ran a social media contest promoting the “Expert Answers” video series. For the hype campaign, I created a logo, a “movie trailer” parody video, and parody movie posters to promote the upcoming series. Each movie poster incorporated the use of scannable QR codes, letting consumers interact with the content and learn more. All marketing materials for the campaign were shared on Twitter, Facebook, YouTube, and other social networks.
The Expert Answers series combines traditional journalism, videography, social media, web marketing, SEO and innovative “outside-the-box” thinking. The campaign includes a series of brief, informative videos, promotional “movie trailers” and digital and print “movie posters.” All materials combined stock and original in-house video footage and images. Our campaign included sharing the videos on social media, publishing a weekly consumer-facing newsletter with links to the latest videos, and converting each video into an educational article to be published on the company’s website.
As part of this campaign, we used Adobe software, Final Cut Pro, and iContact marketing technology to send newsletters to internal employees and external customers, featuring this video content and educating them about all-natural food ingredients, pH levels, and food chemistry.
Gamification
To add gamification, we incorporated social media contests and online raffles.
Target Audience
An international audience of food industry professionals, food scientists and chemists, food ingredient product developers, and consumers of food and beverage products
Translations and Accessibility
For maximum reach of our target audience, we conducted exclusive interviews with leading food and beverage industry experts from around the world, in various languages — including English, Spanish, Chinese, and Portuguese. We also converted each video into an educational article to be published on the company’s website.
Final Product:
Results + Award Nominations
Our targeted learning campaign was sent via iContact email marketing software, resulting in a 43% Open Rate, a 13% Click Through Rate (to the website and YouTube videos) and most recipients opened the email 2-3 times.
A leading food industry website (FoodBev.com) named our campaign a Finalist for Best Social Media Campaign in the annual FoodBev Awards and featured our campaign on their website.
This campaign was also a Finalist for Best Social Media Campaign in the Louisville, Kentucky “Social Madness” competition.
We considered this campaign to be a success.