Mezzetta

Challenge: In select markets in the eastern United States, Mezzetta wanted to tap influencers to demonstrate the meal-elevating power of their delicious pasta sauces by creating recipes and simple dinners for their families, with the primary goal of the coverage being to drive traffic to their new product landing page.

Solution: The Motherhood identified and engaged 10 influencers with an interest in cooking and food-centric content, all of whom were located in target states identified as priority markets by Mezzetta. Eight influencers developed and published recipes, highlighting the pasta sauce as the key ingredient and sharing authentic feedback about their experience cooking and enjoying a meal with their families. Two lifestyle influencers shared how the sauces easily helped create special, restaurant-quality meals at home. To extend the organic reach of the social media coverage and optimize the campaign for clicks to the brand landing page, The Motherhood also executed a paid SmartBoost campaign on Facebook and Instagram.

Results: The paid SmartBoost promoted the influencer content to more than 425,000 hyper-targeted unique individuals in key states and generated nearly 11,000 clicks to the Mezzetta Sauce landing page within one week, delivering on a major key performance indicator for the client. Organic and paid content combined to garner more than 4 million total impressions and nearly 25,000 engagements (likes, comments and shares).