Situation

Red Star Yeast is introducing a new product – Platinum Instant Sourdough Yeast – and would like to win the hearts (and purchasing power) of the highly coveted millennial baker.

Objective

Raise awareness and drive trial for Platinum Instant Sourdough Yeast from Red Star among millennial bakers.

Approach

We create a campaign with three core focuses: use the Platinum webpage to encourage sample requests and coupon downloads, amplify the CTA through social media and digital advertising, and leverage activations to elevate the brand among influencers and their followers. All tactics are driven by a Sourdough It Up! theme.

Results

A combination of digital and in-person touch points increase interest in, and trial of, Platinum Instant Sourdough Yeast.

1,389% increase in website traffic to the webpage, 27,000 sample requests and 2,400 coupon downloads. 3.1 million impressions generated from programmatic display banners and social media ads, which resulted in 38K engagements and 18K website visits. 416.6K engagements are garnered from just one influencer activation.