Recently they launched a campaign to engage people about using Cabury’s Creme Eggs in their cooking and they partnered with Chef Eric Lanlard.
They invited people from their Google Plus community to celebrate the community reaching 100,000 members, The Cadbury Kitchen, to create recipes containing Cadbury Creme Eggs and they created and published two call to action videos to promote the initiative. Members then replied with images, posts, videos and animated gifs showing how they included Cadbury Creme Eggs in their cooking.
People were advised they their submission needed to be innovative and delicious, the best of which would be baked live by Eric in a Google Plus Hangout at 7pm on Tuesday the 8th March 2014.
As they comment in the case study video about the campaign, this is not the first time the community has used Creme Eggs but it is the first time that the community have interacted together in a Google Hangout.
The also used Google Plus Post Ads to promote the campaign across the Google Display Network.
The campaign then closed with a Google Hangout on Air during which Eric Lanlard prepared the best recipe submissions live.
The video of the campaign reports that:
– there were 7.9 million views on social platforms
– Google+ activity achieved 3 million organic views and 36,000 engagements, including 3,000 comments, 5,000 shares and 28,000 +1s with a fivefold increase in organic reach.
– social actions on G+ increased to six times the pre-campaign level
– and its +Post Ads campaign delivered a 2.5% engagement rate.
This is a great reminder that you need to have a marketing plan to promote your Google Plus activity and creating a way for people to participate that is fun and interactive using Google Hangouts is a great way to increase engagement.
The campaign was also well timed to take place before Easter and of course you can purchase Cadbury Creme Eggs in store now – it would be interesting to see an analyss of their different campaigns and how sales of the Creme Egg go this year.
You can watch the Cadbury Creme Egg Bake Hangout below.
Four Additional Resources To Help You Get Started With Google Plus For Marketing
1. Marketing mentoring and training: If you are looking for assistance in marketing your food business, contact me for details of my in-house training and mentoring programmes. As well as working with private clients, I have been supporting Bord Bia clients over the last year through my digital marketing and social media workshops and next week I am speaking at the Midlands.ie ‘Growing Your Food Business’ conference so do say hello if you are there.
2. Google Hangout education: If you want to learn more about using Google Hangouts and Google Plus Communities in your business to support your business goals, you can contact me for my private mentoring and coaching. Not only do I host my own private and public hangouts and appear as a guest, I have even helped produce Google Hangouts from here in Ireland when the events have been live streamed from the US as a result of innovative ways to manage mobile Google Hangouts on air. I work with clients to develop their Google Hangouts plan from content to broadcasting, promoting to repurposing to support your business goals.
3. Google Hangouts monthly membership programme: If you are looking for a very low cost monthly membership programme I recommend the Hangout Mastery programme – you will also find me there answering questions from the community.
4. How to use Google Hangouts for your webinars: If you want to use Google Hangouts to host webinars, then check out this new service that I use called WebinarJam – I do still use Go To Webinar and unlike some online marketers would not jump ship as they do serve different needs and I always recommend you have a plan B if live streaming events and webinars are important to your business. Please note that if you invest in this product you will still need to know how to use Google Hangouts. At the time of writing this article they currently have a three payment plan option.
If you have friends or colleagues who have food businesses and would be interested to learn about this case study Click to Tweet this article.
What ideas does this inspire you with if you are a food business in terms of connecting to your local community?
Note: If you do join the Hangout Mastery or purchase Webinar Jam please note that I will receive a referral fee – but I only promote programmes I personally recommend as you will see in my disclosure policy.