With Paula Deen, we didn't just have a celebrity, we had a content creation machine. We leveraged existing assets. And created new ones. People were already hungry for Paula. It was our job to make them hungry for Smithfield, as well.
These are a couple of the ebooks we created to engage existing and potential customers. Rich media banners and site sponsorships proved to be the perfect vehicle to promote the free ebooks. Site traffic soared 400% (as detailed in a Point Roll case study on our campaigns), as did membership to our newsletter and meal planners.
Video was another huge component of our content marketing strategy. We had produced 93 mini cooking shows that we would share on sites like Oprah.com and foodnetwork.com.