Facebook has text and images, video and audio. Some Facebook visuals can even tickle your taste buds, but it’s not really a platform for conveying scent.
, partnering with 451 Marketing
, set out to change that. Three words: “Ode to Bacon.”
Well, there was more to the campaign than that, but if you read “bacon” and didn’t have a sense-memory recall of that smoky aroma, you’re in a very small minority. The overall campaign, to become America’s Most “Liked” Candle, set about to boost engagement and direct sales through Facebook. It succeeded in a big way.
It also captured Ragan’s 2014 PR Daily Award for Best Use of Facebook.
Part of the campaign included (and here’s where the bacon plays a big part) targeting dads.
Efforts included engaging programs, content, and contests in May and June, leading up to Father’s Day. Campaigns included (per 451 Marketing):
- Ode to Bacon: Encouraged fans to poetically express their love for bacon for the chance to win a “Bacon Addict” gift basket. The announcement drew 858 comments and 3,883 likes.
- Famous Dads: Called on fans to share what makes a man in their life (dad, brother, uncle) famous for the chance to win a “Bacon Addict” gift basket.
- Show Us Your Haul: Encouraged fans to show off their existing or dream Yankee Candle collection in a 30-second video for a chance to win a shopping spree.
The campaign featured late-year engagement efforts around Halloween and Christmas, too.
As a result, 413,868 new Facebook fans liked the page (up 43 percent), contributing to more than 223 million impressions, a 118 percent increase.
The unique content drew more than 833,000 likes and comments (an increase of more than 420 percent) and 135,482 shares (up a whopping 1,029 percent).
Direct and assisted Facebook sales saw an increase of 382 percent from the previous year. More than 50 percent of these sales were from last-click conversions, meaning consumers converted directly from Yankee Candle’s Facebook page—a 910 percent increase from 2012.
Call it the sweet smell of success.
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