Search Partners    
   A Case of the Mandays with Manwich
   Consumer/Manwich/The Americas/JSH&A Communications

Challenge

Remind busy moms that Manwich -- the family-favorite sloppy joe sauce -- is a winning mealtime solution. In particular, the brand wanted to drive online dinnertime conversations and visits to its website for recipe ideas.

Response

JSH&A partnered with a leading influencer network to engage third-party advocates who shared messages and increased online conversations about Manwich as a tasty, easy weeknight meal. We rallied these influencers around our campaign theme “A Case of the Mandays," which served to inspire families to get back to the dinner table on one of the busiest nights of the week: Mondays. Online influencers and celebrities whose social presence and content resonated with moms were asked to share new Manwich recipes and usage ideas with their audiences. A series of Twitter parties offering family fun and weeknight meal ideas helped drive consumers to Manwich.com to interact with brand videos and recipe content.

Results

The Case of the Mandays influencer campaign generated: - 76MM+ social media impressions and more than 23,000 pieces of social content - 105% increase in unique visitors to Manwich.com - 3% increase in total online conversations containing evidence of purchase intent