In an effort to compete in the growing snacking chocolate category, century-old confectioners Brown & Haley launched Mountain Thins. Project Bionic was brought on to create and grow this new brand’s presence on social with the goals of increasing awareness, growing their social audiences, and helping Mountain Thins both maintain placement on Walgreens shelves as well as find new retailers through increased sales and social “validation.”
As a new brand, we focused our efforts at the top and middle of the marketing funnel. We started by establishing the profiles and publishing consistent, quality content. Using brand awareness ads, we promoted this content to relevant audience groups, optimizing on those most likely to recall the brand.
Simultaneously, we ran campaigns to drive audience growth as well as content engagement, ensuring our posts reached people likely to engage and further the conversation organically.
Finally, we ran web traffic campaigns which linked to coupons that promoted Mountain Thins’ availability at Walgreens stores nationwide.
In just six months, Mountain Thins went from a brand with no name recognition to a real contender in its category, thanks to a thriving new social presence. And perhaps most important of all, Mountain Thins sales at Walgreens increased enough to keep their prime position on store shelves nationwide.
227,200 Estimated Ad Recall Lift
86,714 Link Clicks