Last summer, when we empowered 3,000 MorningStar Farms® fans to fire up the grill for their friends and family, we were focused on driving awareness, trial and advocacy for the brand’s Spicy Black Bean Veggie Burgers and other meat-free products. It turns out, though, that we also accomplished something else: winning a 2014 Forrester Groundswell Award, as announced last week at Forrester’s Forum for Marketing Leaders! Specifically, Forrester recognized the MorningStar Farms Feel Good Grilling House Party campaign in the category of “Social reach marketing,” which “recognizes social programs that effectively delivered marketing messages to new audiences — whether by word of mouth or by using paid social ads.”
We’ll let Nate Elliott, vice president and principal analyst at Forrester, explain:
MorningStar Farms wanted to introduce its meat-free products to new audiences — a classic use case for social reach marketing. So they worked with House Party, Inc. to identify 3,000 influencers and sent them a "party pack" so they could host meat-free barbecues for friends and family. The parties themselves generated 128,000 trials of MorningStar Farms products, and the brand saw a 40-point lift in favorability and purchase intent from partygoers. The social activity around the barbecues created a further 29 million impressions that reached 10 million people. In total, this program created a 5.6% lift in sales for the brand — proving that a well-executed social reach marketing program can go further than creating reach and awareness to also drive financial success.
A video’s worth a few thousand words, though, so let’s roll the tape:
We want to sincerely thank Forrester for choosing us (“Social reach marketing” was this year’s most competitive category, with 29 total entries) and MorningStar Farms for working in close partnership to craft such a compelling, successful campaign. Here’s what Todd Smith, Director at MorningStar Farms, had to say about the experience:
This past summer’s Feel Good Grilling House Party met or exceeded just about every expectation we had. House Party helped create a unique and successful trial experience for new and current consumers alike, and their digital tools drove thousands of photos and videos and hundreds of thousands of social media posts. It was so successful, in fact, that we just kicked off another campaign, with 3,000 more parties taking place this summer.
You can learn more about the campaign, and see some of the great consumer-generated photos, by checking out our MorningStar Farms Feel Good Grilling House Party case study.