Marin French Cheese Co. ‐ Content Marketing, Email Marketing, Social Media
Growing a community of cheese lovers
Brief
Marin French Cheese Company has been building a community of high-end cheese lovers for 150 years. With that robust history, their digital community was vibrant in spirit, but still small in numbers. We wanted to change that.
We teamed up to create a droolworthy cheeseboard campaign that included beautiful new photography, a dedicated landing page, giveaway, email, and paid social ads that grew their Instagram followers by 33% and more than tripled their email list.
Brand & digital strategy
Social media
Email marketing
Copywriting
Trendy cheeseboards for a new social audience
Our promotion & photoshoot centered around three cheeseboards: Elevated TV Dinner, Breakfast for Dinner, and Salty N’ Savory — all aimed at creating an incredibly easy dinner for one.
We created a series of organic social posts promoting the campaign, as well as paid ads optimizing for cost per entry to capture valuable emails. We partnered with charcuterie kit company Platterful for additional organic reach from a company with a crossover audience.
2,651
Increase in Instagram followers during campaign period
$.80
Cost per entry for paid ad campaign
Optimizing paid ads, email and landing page for entry
We gave existing Marin French subscribers the first chance to enter, but more importantly, we grew that email list by 328%, adding 10,296 unique emails by the end of the promotion.
The simple landing page focused its storytelling on tips and ideas for creating a satisfying dinners-for-one using each of the themed cheeseboards. Our entry form was optimized to encourage visitors to follow Marin French social channels for additional entries, a small nuance which helped drive a 33% increase in Instagram followers during the campaign timeframe.
23,391
Contest entries
10,296
Unique email addresses added to email list
“Working with Active Ingredients on this campaign was as much fun as it was successful! AI’s genius “Cheeseboard for Dinner” framework provided the inspiration we needed to enhance and modernize our photography, and with these assets in place, created compelling content and delivered on a strategy that saw incredible results.”
Bonnie Kaufman, Associate Brand Manager, Marin French Cheese Company
