“A Case of the Mandays”Case Study

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Job to be Done: Leverage social influencers to remind moms that Manwich is a winning mealtime solution in the absence of brand-owned social channels.

Strategic Approach: Engage third-party advocates to share Manwich messages and increase online conversations about Manwich as a tasty, easy weeknight meal.

o Launch “Case of the Mandays” campaign to inspire families to get back to the dinner table on one of the busiest nights of the week – Mondays.

o Ask bloggers, influencers and celebrities whose social presence and content resonate with moms to share new Manwich recipes and usage ideas.

o Use Twitter parties and influencer content to drive consumers to Manwich.com to interact with brand videos and recipe content.

Outcomes:

o 76MM+ social media impressions

o 105% increase in unique visitors to Manwich.com

o 3% increase in total online conversations containing evidence of purchase intent

o 23,800+ unique pieces of social content created