While many may still think of Country Crock as merely a margarine spread, they offer so much more. Under marketing efforts lead by Meredith, the brand wanted to get their fans more engaged while enlightening them about all the wonderful things Country Crock is capable of. Digital Variant came up with a great concept to get both current and new fans excited about everything Country Crock has to offer.
This custom Facebook page and app enlisted the help of the Country Crock community to come up with some killer recipes that users could share with each other as well as their own friends. It ensured community engagement in a number of ways:
Calling All Country Crock Stars! – Country Crock first and foremost wanted to engage with users of the app by having them fill out a simple entry form (name, birthday, location). Also, users had to upload a photo of their favorite casserole and a tip about how to make it. 12 of these pictures and tips would then be chosen by Country Crock and featured on the app homepage. From here, the community would be able to vote on these pictures and the top three cooks would be awarded $5,000 and whisked away on a trip for two to NYC!
Pin the Recipes – Country Crock also had Digital Variant stock this page with repinnable images of brand-provided recipes. This helped increase the awareness of not only Country Crock across the board, but also the contest on a whole. Pinterest is an amazing way to distribute a brand message via customers. These images were also shareable across users’ Facebook pages.
MORE! MORE! MORE! – If users of the app wanted to learn more about Country Crock, get more recipes, subscribe to the brand newsletter, and get tips and tricks from chefs, there was no shortage of ways made available. Digital Variant stocked the page with a video module featuring brand-produced shorts with tips from chefs, an easy signup box for the Country Crock newsletter, and a place where users can get more recipes featuring their favorite products from Country Crock.
Poughkeepsie, NY – 845.471.3639 | New York, NY – 646.330.5969