Hills Bros.
Campaign Goal
Drive brand awareness and engagement among a target audience of women 35-54, living in the mid-west United States, during a key retail promotion period.
Strategy
Content creators crafted original holiday-themed recipes featuring Hills Bros. Cappuccino drink mix and included creative party planning tutorials for hosting a girls night in coupled with promotion of a Walmart coupon to drive retail traffic. The “Girls Night In” theme was extended during a special holiday broadcast of the web TV show ChicagonistaLIVE! aimed specifically at reaching women in the mid-west region. Content production was also supported by a collaborative Pinterest Board, a special #CappTheNight Twitter Party, and a weekly sweepstakes series designed to drive UGC and further engagement.
