Our holiday campaign for Florida Crystals brought a fresh new look to the brand’s existing elements, including an elevated reinterpretation of existing typography, festive new illustrated graphics, and a reconfigured color palette that brought a homegrown naturalness to the campaign. The intent was to elicit cherished family memories, nostalgia, and encourage new shared moments around the table during the holidays by way of inspirational recipes—both traditional and creative. With a focused digital strategy in place, leveraging steady gains in brand awareness in order to drive sales conversion, we angled the campaign to deliver measurable results, from “Get Ingredient” clicks to “add-to-cart” actions, targeting Impressionable Trendies and Quality Seeking Experimenters.
Creatively, the campaign is timeless, yet modern—textural, crafted, communal, and calming, inspired by at-home entertaining during the holiday season. At the same time, it reinforces the company’s rich brand story, including its 60-year history, sustainable growing and harvesting processes, and commitment to the local community.
Bigeye’s media strategy was rooted in two distinct observations from prior campaign performance. Campaign performance analysis highlighted a discrepancy between the prominence of display in the media mix and its performance in driving both website engagement and purchase intent actions as opposed to traffic volume. As a result, Bigeye minimized spending on display with budget reallocated to higher converting channels including paid social, paid search, and retail media and limited display activations to run exclusively through a proprietary shopping list ad network specifically designed to reach head-of-household shoppers and integrate directly with add-to-cart functionality – allowing users to add items directly to online retailer shopping carts. The shopping list ad network ended up as one of the most effective campaign channels, accounting for 3.7 million impressions and over 11,000 add-to-carts while total purchase intent actions from the campaign increased over 3,000% year-over-year.
Data from prior campaigns also showcased that campaign landing pages tended to show lower levels of performance than traffic that entered the site through Recipe pages. To improve campaign performance, Bigeye focused promotion more heavily on top-performing individual recipes and implemented segmented retargeting exclusively targeting users who had already shown significant interest in Florida Crystals recipes with specific ad creatives driving users to the campaign landing page. Segmented retargeting helped to drive both stronger engagement for the campaign landing pages and a 409% year-over-year increase in the purchase intent action rate from the campaign landing page.
Our media team also drove campaign success through iterative rounds of creative, inventory, and targeting optimizations throughout the campaign lifetime. In one such example, updates to include a selection of additional broad-match keywords to paid search helped to drive a 443.4% increase in clicks, a 7.8% improvement in CPC, and a 480.0% increase in purchase intent actions. In another, increasing the impression share for the 600×600 native ad size and the 800×600 native ad size resulted in a 110.2% increase in the purchase intent action rate. Ultimately, the success of the campaign helped the challenger brand to increase their SOM for granulated and raw cane sugars to 1.4%.