Thomas’ English Muffins Breakfast Tour
600 social media posts
8,100+ geo-targeted Facebook engagements
165,000+ hyper-targeted local customers reached
Challenge: When Thomas’ English Muffins was planning an on-the-ground experiential marketing program, they needed a way to hyper-target their outreach to encourage local attendance and bring the experience to life online.
Solution: The Motherhood identified 10 food and mom influencers in the event markets who had hyper-local followings to serve as social media correspondents, posting live updates about the toaster truck for Thomas’ English Muffins and Bagels on their social platforms.
Following the events, the influencers posted recaps of their experience at the Thomas’ toaster truck, as well as including their own tips for incorporating Thomas’ English Muffins and Bagels into a healthy breakfast. They also boosted Facebook posts published during the campaign to geo-targeted audiences in the event areas.
Results: The campaign generated 14.7 million blog and social media impressions through 10 blog posts and nearly 600 Instagram, Facebook, Twitter and Pinterest posts. The boosted Facebook posts generated more than 8,100 engagements and reached more than 165,000 highly targeted consumers in the event markets. In addition, the earned media value for the campaign was more than 15X greater than the investment in the program.