Hickory Farms has been committed to providing rich, savory gourmet food gifts since 1951. The Ohio-based company sells its award-winning sausage, cheese, and other specialty foods online and at leading supermarkets nationwide.
Hickory Farms was looking to generate top-of-mind awareness of their brand and enhance customer engagement, empowering loyal customers to be brand advocates while also growing their social audience across Facebook, Twitter and Google+. They also wanted to tie in support of their long-time cause marketing, Share Our Strength’s No Kid Hungry® Campaign.
Using Wildfire’s Social Marketing Suite, Hickory Farms launched the “Share Your Traditions” social promotion during the peak holiday season. Social users shared their favorite holiday traditions through a customized Facebook application and for every new user, Hickory Farms donated 10 cents to Share Our Strength’s No Kid Hungry® campaign. A Facebook ad campaign, powered by Wildfire’s ad optimization tools, drove traffic to the promotion while automatically optimizing for the most cost-effective ad strategy. The campaign was also linked to and promoted on Hickory Farm’s Google+ Page and Twitter property, increasing social engagement levels of the entire campaign.
Hickory Farms doubled their social audience to 24,800 over the course of the three-week promotion, with 5,000 new users in the first five days alone.The Wildfire Suite’s ad optimization tools resulted in a decrease of 66% in their cost per user. With the Wildfire Suite, Hickory Farms not only gained new users at deeper levels of engagement, but they learned key ad optimization strategies that they are now applying to other marketing efforts. “We leveraged Wildfire’s ad optimization technology to help publicize our ‘Share Your Traditions & Share Your Strength’ campaign this past holiday. We made a 10 cent donation to Share Our Strength’s No Kid Hungry® Campaign for each new “Like” we received, and were able to increase our social base by 54% while beating our cost-per-user goal by 66% and raising awareness and funds to end childhood hunger in America” says Lisa Gardner, Marketing Manager at Hickory Farms.