Cooking Together to #GiveGallons
Inspire worked with the American Dairy Association Mideast (ADA Mideast) to brand the holiday campaign the “Cooking Together to Give Gallons,” with the official hashtag being #GiveGallons. Inspire reached out to 12 national food bloggers to participate in a virtual recipe exchange and Twitter party and provided each blogger with a recipe category.
To encourage both ADA Mideast's followers and the bloggers’ networks to view the recipes and support the Great American Milk Drive, Inspire recommended ADA Mideast donate $1 to the drive for every “like,” comment or share each of the bloggers’ 12 recipes received on its Facebook page between December 6-12. ADA Mideast donated $1 for all who participated and used #GiveGallons in the Twitter party. Inspire then planned the Facebook giveaways and selected five gifts to offer over a 1.5-week period, including items by local cheese makers, ice cream gift packs and cookies. Inspire created a content guide for the campaign and promoted outreach using Facebook and Twitter advertising.
The 12 recipes shared by the bloggers had a combined 128,585 page views on their sites and were widely shared via the bloggers’ social media accounts, including 6,400 times via Facebook, 650 via Twitter, 73,400 via Pinterest and 900 via Google+. The one-hour Twitter party on December 3 had 8,000 tweets and 230 contributors. The #GiveGallons hashtag was trending nationally on Twitter at 9:09 p.m. EST on December 3.
The five Facebook giveaways received 500 entries. The posts inviting users to enter had 2,600 reactions, 500 comments and 200 shares. Content posted December 1-31 on ADA Mideast's Facebook page had 10,600 reactions, 1,000 comments and 1,500 shares, and 800 new fans were added in December.
About $3,600 was raised for the Great American Milk Drive by ADA Mideast social media followers, through likes, comments and shares of 12 recipes by food bloggers on Facebook and Twitter party participation.