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CASE STUDIES

Duncan Hines: Stirring Up The Baking Aisle

CLIENTS

Duncan Hines

Objectives

  • Mass awareness via 450 million media social media impressions
  • 1,000 trials and online reviews from passionate bakers
  • Spur immediate sales

Activities

  • Secret Samplers: Product sneak peek with digital platform to share original recipes
  • House Parties: 1,000 baking party kits awarded among 30,000 targeted bakers vying for opportunity; social media integration
  • Recipe Challenge: Bakers submit original recipes to win Duncan Hines Chef & Test Kitchen experience
  • Media: 1-on-1 demos with top 10 editors and influencers; 100 Top Secret teasers to target media

Results

  • #1 selling frosting for Q2 2013
  • 10K positive product reviews posted before launch
  • 673M media and social media impressions
  • 6% increased frosting retail sales overall
  • 32% new purchasers to the frosting category overall
  • 40K new Baker’s Club members
  • 2013 Holmes Report Gold SABRE Finalist