Challenge:
Increase Betty Crocker product sales and generate brand awareness by creating a special promotion with the brand La Lechera.

Strategy:
Make the promotion known to the public through a targeted digital communication strategy where 50 winning participants were awarded and the first place prize was a complete set of kitchen appliances and utensils.

Execution:
To participate in this promotion, consumers had to purchase a Betty Crocker and La Lechera product, follow the fan page, register their purchase receipt and answer a simple question.

This promotion was shared though digital media such as Google and Facebook. In addition, bloggers and video bloggers created cooking videos with recipes of the brands and invited the public to participate.

Results:

• Over 5.75 million people were impacted though ads in Google and Facebook.
• 14 videos were produced and shared on the participating bloggers and video bloggers’ social media pages. The videos had over 1.77 million views.