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Special Project

Special Project
From the 9th Annual Shorty Awards

Mrs. T’s Pierogies Inserts Itself Into The Pop Culture Conversation

Entered in Multi-Platform Campaign


Strategy and Execution

Strategy #1: Increase distribution of social micro-content.

Tactics: Employ new paid media targeting efforts across all social channels; build multiple audience profiles and pair with the right content at the right time.

Strategy #2: Retain existing social following - and grow it - by engaging in relevant conversations.

Tactics: Monitor pop culture trends to craft timely and witty posts, while engaging with influencers and consumers in the moment.

Strategy #3: Launch Mrs. T's Pierogies on Instagram to further expand the brand's reach and influence among millennials.

Tactics: Engage a millennial influencer to 'take over' the Mrs. T's account upon launch, timed around National Pierogy Day.

Hunter PR implemented robust paid campaigns across both Facebook and Twitter. We boosted each Facebook post to increase the brand's visibility in the newsfeeds of target consumers (millennials) – and to earn consistently high levels of engagements: likes, comments and shares (the latter being the most valuable type of engagement on Facebook).

It was important to continue to find a way to relate and engage with our target audience on Twitter. We identified pop culture events that we knew would trend and set our sights on Live Tweeting once each quarter in addition to curating fun, innovative pieces of creative to promote on an 'always on' basis.

We function these types of efforts in a newsroom style, fueled by a content engine approach. Key team members identify opportunities, copywriters and designers brainstorm the creative manifestation and the team works to obtain client/legal review in a timely manner, as not to miss opportunities as they arise. Throughout the year, we further boosted the brand's visibility on the platform from both an owned and earned perspective through fun, pop culture-related images our fans relate to, ongoing interactions/engagements with our fans, as well as Promoted Tweets surrounding big moments in pop culture ('Jurassic World,' the 20th Anniversary of 'Clueless,' and the premiere of 'The Wiz LIVE') and Live Tweeting efforts ('Lip Sync Battle,' award nomination announcements).

In late 2015, Mrs. T's Pierogies expanded its social footprint by launching an Instagram page, which went live on October 8th to coincide with National Pierogy Day. In an effort to build a base and earn engagement, we worked with foodie and millennial influencer Dina Deleasa-Gonsar, who created content for the brand, which was posted to her personal Instagram channel and cross-promoted on Mrs. T's Pierogies' Instagram channel. To support this high-impact takeover with surround-sound influencer commentary, we partnered with instaBRAND to identify influencers who spoke to our target to post inspired pierogy content to their channels and tag Mrs. T's Pierogies to bring the brand to life via social. Lastly, we implemented paid support on Instagram via dual-targeted ad units from the Facebook ads portal. In Q1 2016, we subsequently worked with instaBRAND again to create additional surround-sound to help continue to build our follower base.


Objective #1: Improve reach of brand content by increasing paid support and adjusting targeting measures across all channels.


Objective #2: Continue to listen to social conversations (topics trending with millennials) and insert Mrs. T's into appropriate pop culture moments where the brand has an authentic message to relay.


Objective #3: Expand the Mrs. T's Pierogies social footprint by occupying digital spaces where millennials engage with brands.



Entrant Company / Organization Name

Hunter Public Relations on Behalf of Mrs. T's Pierogies


Entry Credits