Leading into C&H Sugar’s brand-focused, tentpole Recipe for Happiness campaign, Bigeye’s analytics team noted that prior digital campaign efforts directed to the website underperformed both other website traffic acquisition channels and campaign traffic directed to other destinations. A thorough investigation into the performance of digital campaign traffic on the website identified three interrelated, causal factors limiting success:
• CHSugar.com showed a high bounce rate for campaign traffic over the previous year driven primarily by a 9+ second average page load time for mobile devices over the previous 6 months
• Just over 2% of mobile visitors to CHSugar.com across all traffic acquisition channels interacted with the desired “get ingredients” functionality with users primarily scrolling past the button to reach Recipe & Ingredients content without interacting
• Traffic to campaign landing pages on CHSugar.com showed a 16.9% lower bounce rate than traffic to recipes pages due providing users with content that more consistently matches the visuals and copy of the ads but traffic to campaign landing pages also showed a 36.9% lower conversion rate due to requiring users to navigate to at least 1 additional page in order to convert
As a result, Bigeye recommended developing a microsite for the campaign that would allow for greater integration of campaign elements while offering users a faster, more user-friendly mobile experience and a design that encouraged users to engage with the key g-commerce enablement functionality.
Our digital campaign strategy for C&H Sugar was thus led by a dynamic new microsite that captured the fun personality and rich history of the beloved C&H brand. With the primary goal of driving purchase intent, our team designed the new online experience to encourage engagement and increase sales, measured by clicks on “get ingredients” and “add to cart.” Content included seasonal recipes, as well as emotive reminders of the brand’s legacy as a kitchen staple for home cooks and bakers. Expressive illustrations, historic timelines, and compelling influencer content worked alongside technical improvements like page load speeds, accessibility, and adaptive design, resulting in higher engagement and boosts to brand recall, thanks to uncomplicated reminders of how important C&H Sugar has always been, and remains, to generations of families.
