Disclaimer: The social media ads created by the author for this case study project feature a fictitious representation of a brand-name product. These advertisements are part of an experiential learning exercise and are only imaginative works of fiction. The products are not endorsed by the actual brands mentioned.
Recipe for Memorable Marketing
Engaging social media content is crucial for companies constantly competing in the marketplace. It is a vital opportunity for brands to stand out from competitors. High-quality content holds the power to not only attract but retain the attention of potential customers, encourages user interaction, and leads to brand loyalty. The rise of short-form videos are particularly effective to quickly capture and hold viewers’ attention. By posting reels that demonstrate an understanding of brand identity and current trends in digital marketing, brands can harness more social media success effectively engaging both new and existing audiences.
From Farm to Fame
Pepperidge Farm is an American commercial bakery founded in 1937 by Margaret Rudkin. The company currently operates out of Norwalk, CT as a subsidiary of the Campbell Soup Company, one of North America’s largest food companies. Milano cookies are among one of the brand’s many beloved treats, delivering a rich chocolatey goodness that has found its way into the hearts and homes of countless Americans. Despite their established success and beloved products, Pepperidge Farm faces a new and unique challenge.
Crunch Time: Limited-Time Promotions
Pepperidge Farm faces the challenge of effectively promoting their new, limited edition London Fog Milano Cookies on Instagram. They aim to increase social media engagement, boost cookie sales, and expand their consumer profile. Their primary challenge is to create a compelling Instagram reel that would capture the attention of both existing and new customers. Pepperidge Farm’s challenge is heightened by the competition in the snack food industry.
As more brands drop new products and leverage social media for promotions, differentiation becomes increasingly difficult. This intensifies the need for innovative content that can stand out from competitors and capture consumer interest. While their established products, such as the classic Milano cookies and Goldfish crackers, already have a strong following, the introduction of a limited edition flavor requires a fresh and innovative approach to capture interest and drive excitement.
Client Cravings: What They’re Hungry For
Pepperidge Farm had clear expectations for this project:
- Graphically Interesting Post: Create a visually appealing reel that could capture the sophisticated yet playful essence of the London Fog Milano cookie that is both eye-catching and engaging, leveraging the highly visual aspect of Instagram’s platform to draw in viewers.
- Consistency with Existing Branding: Maintained a cohesive look and feel with Pepperidge Farm’s current visual brand, including color schemes, fonts, and visual elements that align with the brand’s established identity.
- Reference to the Holiday Fog Reel: Utilize a similar approach to their existing reel to promote their new product. This means incorporating familiar stylistic elements and themes to create a sense of continuity for the audience.
- Highlighting Product Uniqueness: Emphasize what makes the London Fog Milano cookie special, from its unique flavor inspired by the classic London Fog tea latte to its limited edition status. This requires a delicate balance of informative content and enticing visuals.
- Engagement and Interaction: Encourage likes, comments, shares, and perhaps user-generated content. This means the content had to be not just watchable but also shareable and discussable, sparking a conversation among viewers.
By meeting these expectations, the goal was to create a reel that not only promoted the new product but also reinforced Pepperidge Farm’s brand image, engaged their audience, and drove tangible results in terms of sales and brand loyalty.
360° of Goodness: The Stop-Motion Story of Milano Cookies
We knew this reel needed to capture the attention of existing and potential customers. To set our client apart, we incorporated stop motion into the final reel. We began this new challenge, by drawing inspiration from successful reels, not necessarily in the same market, such as Apple’s Shot on iPhone 15 Pro Reel. To ensure this solution would achieve viewer engagement, we conducted preliminary research into stop motion techniques.
Throughout the development process, we sought feedback from the client to ensure our solution aligns with their goals. Based on the feedback and suggestions, we decided to shoot more package angles to achieve a smoother effect. In the end, we captured a total 17 different angles as opposed to the original 8. This iterative approach allowed us to fine-tune the techniques used and ensure that the final reel would both meet the client’s expectations and effectively showcase the limited edition cookies.
Our Solution
The solution we developed was a visually stunning Instagram reel that featured the London Fog Milano Cookies in a captivating stop-motion sequence. Stop motion possesses a unique charm and tangible quality unmatched by other techniques. It enables animators to breathe life into inanimate objects, giving them a sense of personality and character. Thus, combination of the quick engagement of reels with the distinctive charm of stop motion creates a powerful content marketing strategy.
In terms of platforms and tools, we utilized professional-grade photography equipment and Adobe Photoshop to edit and compile the images into an effective stop-motion sequence. Overall, our approach to the challenge involved a combination of creative thinking and a commitment to delivering a solution that would effectively showcase the limited edition product and set Pepperidge Farm apart in the competitive marketplace.
Color Palette & Typography
Similar to the existing Exclusive Holiday Nog Milano Cookie Reel, the product itself inspired the final color and type choices. By leveraging this technique, we ensured a cohesive look distinct to Pepperidge Farms, building trust among consumers.
Steps to Sweet Success
Week 1
The journey began with a week dedicated to thorough research and planning. During this phase, an analysis of the Pepperidge Farm brand identity was conducted, various stop-motion techniques were explored, successful reels like Apple’s Shot on iPhone 15 Pro were studied. This preliminary research ensured a solid understanding of what would capture the audience’s attention and set Pepperidge Farm apart from competitors.
Week 2
Next, the process transitioned into the week-long design phase, crafting detailed storyboards. Ideas were brainstormed to create a unique and engaging concept for the London Fog Milano Cookies reel. The storyboards outlined general frames of the stop-motion sequence, developing a coherent and captivating narrative.
Collaboration with the client during this stage was crucial to incorporate their vision and feedback, refining the approach to perfectly align with the brand’s identity and marketing goals.
Weeks 3 – 4
With the plan in place and the storyboards approved, the development phase took place over the span of two weeks. This stage involved the meticulous process of shooting 17 different angles of the London Fog Milano Cookies packaging to achieve a playful spinning effect. Each photo was carefully masked to bring the product to life with the magic of stop-motion. Using Adobe Photoshop, the images were compiled and edited, ensuring a visually engaging loop for the final reel.
By following this structured timeline, we successfully created an Instagram reel showcasing the limited edition London Fog Milano Cookies. This reel added a unique touch of personality to the brand’s Instagram page while staying true to the brand’s identity and setting it apart from competing snack companies.
Projecting Sweet Success: Unveiling the Impact
The solution effectively solved the client’s stated problem and accomplished their objectives. The reel achieves the same feel as the Holiday Nog reel, aligning perfectly with Pepperidge Farm’s branding on Instagram.
Taste of Triumph: Instant Social Media Buzz
The immediate payoff of our solution is increased engagement on the Pepperidge Farm Instagram page. The visually captivating stop-motion reel attracted more likes, comments, and shares, boosting the brand’s visibility and audience interaction.
Sweet Sustenance: Nurturing Long-Term Connections
The reuse of stop motion techniques will allow the brand develop a more unique and distinguished identity by consistently posting high-quality, creative content. This can ultimately sustain social media engagement, build a larger consumer base, increase product sales, and set Pepperidge Farm apart from competitors.
Crumb Count: Tracking Reel Performance Metrics
The most important data point is social media engagement. High engagement levels are crucial for enhancing brand visibility and reach. Increased engagement means more people are seeing and interacting with content promoting products like the new London Fog Milano cookie, which drives sales and strengthens the brand’s presence in the market.
Sweet Satisfaction: Client Reactions to Reel Results
Overall, Pepperidge Farm is ecstatic about the Neographic solution. The client’s positive feedback and the immediate uptick in social media engagement indicate that the solution not only solved their problem but also exceeded their expectations, helping them achieve their intended goals.