dfw

Social/Web Campaign

Summary

Dairy Farmers of Wisconsin came to Overdrive to help them launch the largest cheese platform in the world by elevating perception and awareness for Wisconsin Cheese.

  • Marketing Plan Development
  • Search Engine Marketing (SEO)
  • Social Media Marketing (Paid)
  • Paid Search Management (SEM)
  • Programmatic Video
  • Conversion Rate Optimization
  • Unified Dashboard & Analytics

Customer Journey

Overdrive planned and wireframed Wisconsin Cheese’s end-to-end customer journey from the first ad impression to the last email, and built all its required components in one shot.

Creative Collage

While Wisconsin Cheese is the ultimate hero of the ads, recipes were chosen as the main driver for engagement and site traffic.

Steady State Recipe Banners

Overdrive created highly visual recipe ads, driving traffic to highly engaging landing pages with multiple engagement opportunities.

Recipe Social Ads

Overdrive developed paid social ads to encourage sharing and to publicize the recipes and educational aspects of the cheeses from Wisconsin.

High Engagement Recipe Portal Landing Page

Three landing engagement pages were created to appeal to the different target audience segments: Everyday Enthusiasts, Premium Prospects, and a Recipe portal page as a catch-all for those who didn’t fall perfectly into the first two audiences.

Steady State Brand

Important brand messaging touch points were infused within the steady state ad campaign to complement the recipes while also promoting facts about Wisconsin Cheese.

Brand Social Ads

Overdrive infused cheese lovers’ newsfeeds with brand messaging that highlighted key parts of Wisconsin Cheese’s website, like pairing ideas, their varieties and cheesemakers.

High Engagement Brand Landing Page

Engagement-focused landing pages were created for their two audience segment pools, which featured Wisconsin Cheese’s branded Anthem video and elevated brand messaging.

eCommerce Campaign – Gift Basket

Overdrive and DFW created a seasonal campaign to drive to an eCommerce landing page promoting Wisconsin Cheese gift baskets from cheesemakers and sellers.

Campaign elements included:

  • GDN static banners
  • Social paid static and animated ads
  • HTML 5 banners
  • eCommerce landing page

Geo-Targeted Event Campaign – Gulfood

With Wisconsin Cheese attending Gulfood, geo-specific event ads were created to drive awareness and foot traffic to the Wisconsin Cheese booth.

Fall 2020 Recipe Campaign

As the seasons change, Overdrive refreshes the steady state recipe campaign in order to refresh the creative look and feel while also promoting recipes that are more tuned to the season.

Dev Tool:

Request: work/dairy-farmers-of-wisconsin-social-web-campaign
Matched Rewrite Rule: work/([^/]+)(?:/([0-9]+))?/?$
Matched Rewrite Query: case_studies=dairy-farmers-of-wisconsin-social-web-campaign&page=
Loaded Template: single-case_studies.php