Allrecipes Monthly Measuring Cup Consumer Trend Report
Food Web site Allrecipes.com wanted to position itself as a thought leader and valuable source of timely consumer trend data. It also wanted to shift perceptions of the site to not just a food-exclusive property but a venue providing an active social media experience for women. The strategy: an external publication.
To prepare to launch “Allrecipes Monthly Measuring Cup Consumer Trend Report,” the team leveraged data from the site’s members to create newsworthy reports highlighting specific lifestyle and seasonal trends. Other tactics for fleshing out content: analyzing monthly and year-over-year site behavior and conducting topical surveys with members of the Allrecipes community.
Launched in January 2008, the publication has strengthened the team’s relationships with their media contacts and kept Allrecipes top of mind. Also, findings from the various editions of the Monthly Measuring Cup have earned significant press coverage in publications such as USA Today and Washington Post. â–
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