Brach’s wanted to be known for more than being in your grandma’s candy dish and needed to reach a younger target demographic.
Day One and Geometry teamed up to uncover a massive opportunity for the brand on Pinterest. With a key nostalgia factor for Brach’s gummy worms, jelly beans and gum drops for today’s Millennial moms, of which Pinterest reaches 83% of them in the U.S., the brand could become the confectionary brand of choice for today’s modern family.
Brach’s did have a presence on the platform, but the execution wasn’t optimal. Text overlayers weren’t used for recipe rich pins, misplaced logos were often covered up by the platform’s interface and keywords weren’t being leveraged. With this background, we set out to not only optimize the brand’s presence, but reimagine it to help keep the brand top of mind for Millennial moms who are planning their next recipe or treat.
When we approached Pinterest for Brach’s, we started with the insight that Pinterest is all about shaking up tried and true traditions. 85% of female pinners used the platform to plan for life moments and we could see from search data that our target was spending weeks and months finding new ways to do old things.
That was a perfect match for Brach’s because, as a company primarily known by an older demographic, it’s critical that the brand shows up in new ways outside the candy dish.
With that mindset, we decided on a strategic approach that showed the playful, modern and whimsical way Brach’s can show up in American family life today. Our strategy is to “Inspire a new generation of family traditions by tapping into the moments moms plan for on Pinterest”.
We relaunched Brach’s on Pinterest with more than 60 original assets targeted at everyday moments from game night to homework and recipes. The only rule, each piece of content had to put an unexpected twist on the tradition.
Using this new content, we optimized pins with proper logo placement, ideal sizing and intriguing text overlays on inspirational recipes. These were all organized into keyword optimized moment and life event-themed boards, along with a new bio featuring relevant keywords to make the brand more discoverable.
The Brach’s Pinterest revamp reached more than 70M impressions, as moms have planned for life moments like party planning, craft making and at home baking.
The content was boosted on Pinterest and beat the platform engagement rate benchmark by 53%.
And while the campaign was optimized for awareness, in just 5 weeks the campaign led to a significant dollar amount of adds to baskets on Amazon and Walmart.
The campaign showed that your grandma’s favorite candy brand has a big part to play in modern family moments, with 60.5% of Brach’s Pinterest audience comprised of users 18-34 years old.
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