Carl Buddig & Co. was lacking an online presence and struggling to gain market share from their larger competitors. Consumers, particularly their primary target audience, moms, were actively using the Internet to research, communicate and share content of interest such as recipes, product reviews, etc. Buddig wasn’t taking part of this conversation. In order to compete, they needed to redefine how this 70 year old, family-owned company viewed consumer engagement.
Buddig was looking to establish relevant and on-going engagement with moms. Thus far, their marketing efforts were primarily focused on traditional media, missing a large opportunity to engage with their core audience in digital channels. Buddig approached Fusion92 to help them join the conversation and establish ongoing and meaningful conversations with moms.
We started by establishing a Facebook presence, where the brand was able to share recipe ideas, fun lunch diversions, back-to-school tips, entertaining suggestions, special deals or simply provide fun but non-branded discussion topics for the community. Fans were invited to respond in kind, and continue the conversation with their peers. We even went to great lengths to incentivize participation, featuring “Fan of the Week” giveaways for responding to questions, answering polls or providing feedback on new line item or packaging ideas. We know that a conversation built around fun talking points and cute pictures is not enough to deepen a connection with a brand—so once a community was established, we aimed to improve the content Buddig was able to provide. We created and distributed original recipes, developed “Buddig Chef of the Week” contests to feature mom-generated recipes, and even developed a series of cooking webisodes to feature fan favorites. Finally, because Buddig’s target mom is predominantly from low-income families, we’ve aimed to provide budget-conscious content as well as deals, coupons, prizes and incentives to help make their job as moms a little bit easier.
Over the course of three years, Fusion92 grew the Buddig fan base to over 96,000 fans. We elevated Buddig’s ongoing consumer promotions to cater to the needs of moms. The promotions, garnering over 79,000 participants, play like a game, so kids can get involved collecting badges from: on-pack stickers, branded emails, display advertising, Buddig.com and Buddig’s Facebook page. The incentive was a chance to win the grand prize. These promotions feature seasonal content – holiday decorating, entertaining ideas, kid-friendly projects and activities. They also included a wide range of instant prizes from V-Tech learning tablets for the kids to spa gift cards for mom’s oh-so-welcome getaway. We make sure we’re always giving mom something to make her life easier, gaining consumer trust and engagement along the way.
Buddig Dream Big