— BC Chapter of AMA (@bcama) October 19, 2017
This has been the most prestigious marketing event in B.C. for almost fifty years and to be one of only three recipients of the Marketing Excellence Award is a great honour. This campaign hit a total of over 1.7 million in reach and over 5,700 in engagement. We achieved this through a focus on customer-generated content and social media, integrated with giveaways, contests and a mix of traditional media channels.
The Content Marketing Award goes to the “best content-driven marketing campaign that took your organization from using one type of marketing content, to integrating a variety of content to delight your customers and drive them to the path to purchase. With that you saw a marked increase in conversions from awareness to consideration to evaluation to purchase.”
Working with Save-On-Foods’ marketing team, we created the “Quality Ingredients, Quality Moments” digital campaign for their Western Family brand. Our primary objective for this campaign was to increase overall brand perception, creating an emotional connection with consumers and increasing the quality perception of Western Family products. This was achieved by celebrating customers’ fun, unscripted #QualityMoments on social media.
Building on Save-On-Foods and Western Family’s strong reputation and long history in Western Canada, we focused on social sharing, user-generated content, giveaways and competitions.
First It kicked off with an experiential element: A Western Family-branded food truck that travelled across BC and Alberta. It gave away samples and vacation packages to people sharing their #QualityMoments on social media. The campaign continued with a holiday season contest, then a Superhero contest and naturally ended with a contest for Family Day. Congrats to all the great team members who collaborated on this campaign and thanks to all the great customers who joined in!