Since our email creative and deployment strategies have evolved after frequent testing. This email, deployed a year after our first, focuses primarily on recipes and offers.
In FY'12, the Grilling.com email program had the highest engagement of all of the 'big 8 brands' at the Clorox Company. Our very first email deployment received a 29% open rate and a 12% click through rate.
The color organ schematic and the final product. Two boards were used in total, each with the ability to synchronize light activity to sound.
The mobile optimized grilling.com site launched last fall. It features recipe content, how to videos and a constant stream of blog content, updated daily. This shows the creation of the mobile site, from site maps to wire frames to prototype a final creative.
The Kingsford brand benefits from peak activity during Memorial Day and July 4th, but suffers from a lull in sales and online activity. In response, we generated buzz for summer solstice, the longest day of the year. The Kingsford team grilled and took a photo for each minute of light, totaling 844 minutes of grilling and 844 photos! Our activities were syndicated across the social channels. We generated 10K new Facebook fans in under two days and created a new peak event for the marketing…
#benicegetcoal was an online social activation with the goal of increasing overall conversation around Kingsford charcoal during the month of December. We turned the idea of giving coal to bad kids on its head by giving coal for being nice! Overall, we received over 800K twitter impressions with this campaign, 250 media impressions and 650 sweeps entries.