Red Star Yeast Platinum Sourdough Campaign Sparks Product Interest
The Work
Raise awareness and drive trial for Platinum Instant Sourdough Yeast from Red Star among millennial bakers.
Approach
We create a campaign with three core focuses: use the Platinum webpage to encourage sample requests and coupon downloads, amplify the CTA through social media and digital advertising, and leverage activations to elevate the brand among influencers and their followers. All tactics are driven by a Sourdough It Up! theme.
Culinary Academy Activation
An activation at The North American Pizza and Culinary Academy in Chicago invites 10 home-baking influencers to learn how to “Sourdough Up!” their favorite pizza recipes. The event generates almost 50,000 impressions via influencer promotion.
Campaign Drives Action
The campaign brought 112K visitors to the Red Star® Yeast web page and drove 2,400 BOGO coupon downloads.
Results
With so many positive reactions rolling in during the original campaign, Red Star Yeast decides to invest in an additional ad flight that extends the television and streaming ad media buy through mid-December.
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1,389%increase in website traffic to the webpage
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3M+media impressions
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416.6Kengagements garnered from influencer activation
