Results:
25X increase in website traffic vs previous year
Exceeded landing page views goal by 72%
61X more “where to find” page views vs previous year
89% of survey respondents answered likely to purchase MI Apples vs other brands
Challenge:
Michigan is the nation’s third-largest producer of apples. Founded in 1939, the Michigan Apple Committee is the commodity board for Michigan Apple growers. They engage in marketing, research, education, and communication on behalf of the Michigan Apple industry.
They wanted to increase awareness for Michigan Apples as a brand to illustrate why they are the best while showcasing the culture of apples in Michigan, emphasizing fresh and locally grown produce.
Solution:
The Ignite Social Media team developed a paid media strategy that blended in-house created content and influencer created content, focusing on Reach and Landing Page Views with custom audience targeting to residents of Michigan, look-a-like audiences, and retargeting website visitors.
Social content focused on educating audiences about Michigan-grown apples and where to find them, driving audiences to designated landing pages to seek out more information.
During this time, the team also conducted a custom survey to measure the effectiveness of our awareness driving efforts of Michigan Apples as well as assessing favorability and gauging purchase intent.
Services:
Strategy development, content creation, community management, paid social advertising, influencer marketing, and measurement & reporting
