Spicing up the holidays
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1,000
Brand Mentions
21.9K
Background
During the peak of a busy holiday season, Blue Diamond wanted to help hosts surprise their guests with bold flavors by sending them an intensely cravable recipe. The Blue Diamond team tasked us with helping them execute their idea and taking over the holiday conversation.
#HolidaysAreNuts #BlueDiamondPromo @gofooji Thank you Blue Diamond can’t wait to try the nuts! Happy Holidays!
Our solution
We crafted a multi-day Twitter giveaway during the two Mondays before Thanksgiving and the two before Christmas. We sent winners in New York, Los Angeles, Chicago, and San Francisco a complete meal kit for a Wasabi Soy Edamame Hummus recipe and a coupon for their next Blue Diamond purchase, packaged in a custom branded box. To enter, fans tweeted with #HolidaysAreNuts + #BlueDiamondPromo to receive a link to the giveaway website. The limited prizes sold out each day were delivered within an hour, adding to the real-time conversation on social. This campaign was more complex than our usual custom kit prizing, as it involved a very specific ask from the Blue Diamond team: three recipe options that highlighted a variety of Blue Diamond snacks and showcased bold flavors, outlining ingredients and preparation instructions. Ultimately, Blue Diamond chose a Wasabi Soy Edamame Hummus recipe kit, highlighting the Bold Wasabi & Soy Sauce Almonds. We sourced non-perishable ingredients and prepared the majority of the items at our warehouse, but to ensure freshness, we sourced perishable ingredients like the edamame package in the local markets where we expected deliveries.
Highlights
- Over half of winners reported trying the product for the first time - 95% reported that they would considering purchasing Blue Diamond Snack Almonds or Nut-Thins crackers - Fulfilled on-demand prizes each holiday weekend
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