Winner: Hunter Public Relations - Mrs. T’s Pierogies Takes a Seat at the Millennial Table
For years, Mrs. T’s Pierogies targeted the quintessential middle-aged mom; more specifically, the head of household in charge of purchasing decisions for the family. As part of a larger marketing shift at the beginning of 2014, the brand and Hunter Public Relations set their sights on another coveted ‘M’ target, millennials, and utilized Facebook to help reach that demographic.
Once the brand’s approach to reaching millennials was laid out, efforts were underway to change the complexion of a Mrs. T’s Facebook fan. For the first time, the brand green lit a paid media plan to reach and recruit this target. The Hunter PR team created a series of Facebook ads with social context, which were A/B tested in the ads marketplace and optimized based on performance. Concurrently, they launched the brand’s first-ever Twitter handle (@MrsTsPierogies) and made a modest investment in promoted Tweets and a promoted account campaign.
In addition to proactive efforts on Twitter, the team also enacted a social listening process to identify conversations ripe for brand involvement. One example came during the 2014 NBA Championships when Shaquille O’Neal incorrectly defined a pierogi. The team Tweeted at the athlete to offer some pierogi education, and the brand Tweet subsequently ran in the Washington Post on two separate occasions.
The brand’s #SundayFunday Facebook activation aimed to arm Mrs. T’s fans with the tools necessary to throw a proper ‘Sunday Funday’ celebration; in all, there have been more than 15,000 consumer engagement actions taken in response to brand #SundayFunday content. In addition, the percentage of millennials who engaged with the brand on Facebook increased by more than 14% during Q4 2014.
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