It’s All About the Cheese.

THE GOAL

Despite being the nation’s third largest cheese producer, Saputo was lacking a cohesive consumer brand strategy. They came to LePoidevin Marketing for a more sophisticated and engaging way to raise consumer awareness for four of their flagship consumer brands: Black Creek®, Stella®, Nikos® and Montchevre®.

THE STRATEGY

Since studies show consumers now watch around 49 minutes of social video each day, LePoidevin proposed Facebook and Instagram recipe videos as a cost-effective tactic for increasing awareness for products and brands. LePoidevin produced five short videos featuring easy, family-focused recipes and paired them with social messages encouraging users to click through to branded landing pages for more detailed recipe instructions and product information.

THE RESULTS

The video ads were rolled out on Facebook and Instagram over the first six months of 2018. Cumulatively, the ads garnered over 660,000 impressions, nearly 14,000 complete video views and drove more than 42,000 users to Saputo brand websites. The campaign’s average cost per click came out to only $0.09.

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