Hamilton Beach Explores the power of Contextual Marketing | Making It Merry with Perfect Food
We all have been a witness of how with improving technology, consumer patience and attention spans gets shorter. This throws a challenge for marketers as they need to constantly figure out new and creative ways to capture the attention of their consumers and hold on to it. We all have experienced it ourselves as customers that how we are now more demanding than ever and are only looking forward to content that is more and more personalized.
With this thought in mind, we planned a social media contest for Christmas, called #MakeItMerry but to set the context right, this Christmas activity was centered around food.
After having a year full of ups and downs, everyone wanted to enjoy the party season and start the new year on a happy note like every year and what could be a better way than food to make the party season merrier.
In this contest, the followers were given a list of Christmassy ingredients and they had to create something using at least 3 ingredients from the list; the best recipes were gratified with a Hamilton Beach juicer mixer grinder.
To increase the reach of this contest , around 30 influencers participated and created perfection using these ingredients. In no time, we got 100+ entries in this contest and the reach went up to 1.5 million.
With this activity, the brand got a chance to interact with its audience more closely and engage with them at different levels. This activity was just a social media contest for us but we looked at it as a part of people’s Christmas celebration along with the brand.
It made a lot of sense to us, as this is exactly what Nothing Else Matters as an agency believes in, our attempt is to help brands humanize virtual connections and interact with fans at a personal level and through this activity we could achieve this to a great extent.