Conchita Foods Marketing Case Study
How “Abuela - The Key Ingredient” Campaign Captured Hearts and Boosted Brand Awareness
Objective:
The Abuela - The Key Ingredient campaign aimed to elevate Conchita Foods’ brand presence and engage potential customers through a creative marketing campaign. The content marketing strategy focused on showcasing the essence of Latin American family traditions, emphasizing recipes passed down from grandmothers ("Abuelas"), and leveraging influencer marketing to boost visibility.
Strategy:
Influencer Marketing:
We partnered with @succulentbite, a popular influencer with 2 million followers, to create engaging video content centered around family recipes. The videos were shared across key marketing channels such as Facebook, Instagram, TikTok, and supported by email marketing and paid media.
We employed a strategic boost of the influencer post to maximize reach and engagement.
Consumer Stories and Social Proof:
We conducted street interviews with Cuban families to highlight the influence of their grandparents on traditional recipes. These interviews humanized the content and increased social proof.
Abuela’s Recipes Content Strategy:
Conchita shared heartwarming videos of families preparing grandmothers’ traditional dishes. These content pieces were posted on Facebook, Instagram, and YouTube, and supported by email marketing.
Interactive Field Marketing:
Conchita encouraged future customers to share their family recipes, tips, and culinary traditions on social media.
We implemented story interactions to maintain consistent engagement with the audience.
Key Metrics and Performance
Reach and Engagement
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2.3M Users Reached
440% increase from previous months
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1.7M Video Plays
280k% increase from previous months
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4k Engagements
3,466% increase from previous months
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1,750 Profile Visits
58% increase from previous months
Content Performance Highlights
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@succulentbite’s Video
This piece of content achieved the highest reach and video views, outperforming other advertisements on their profile.
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Family Interview Videos
Showed the best performance, indicating a strong audience interest in personal and authentic content.
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Recipe Videos
Demonstrated substantial reach and engagement, highlighting the appeal of traditional Latin American recipes.
Paid Media Impact (compared to the previous 12 months)
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233% increase
in people reached
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129% increase
in impressions
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62% increase
in engagement
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183% increase
in video views
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50% decrease
in cost per 1K people reached
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28% decrease
in CPM
Campaign Highlights
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@succulentbite’s Recipe Video
Reached 923,365 users with significant engagement, proving the effectiveness of influencer marketing.
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Family Interview #1 (Susi)
Reached 539,789 users, performing 2.4 times higher than other posts within 21 days of publication.
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Abuela’s Recipes
Consistently high engagement, with Recipe #2 reaching 117,465 users.
Creative Marketing Ideas Execution
Visual and Emotional Appeal:
Videos showcased the authentic preparation of traditional grandmothers' dishes, creating a deep emotional connection with potential customers.
High-quality visuals and storytelling were employed to highlight the cultural significance of each recipe.
Multichannel Approach:
Content was distributed across multiple platforms (Instagram, Facebook, TikTok, YouTube) to maximize visibility.
Email marketing campaigns complemented social media efforts, driving traffic to Conchita’s profiles.
Interactive & User-Generated Content:
Followers were invited to share their own family recipes, fostering community engagement and participation.
Interactive stories and reposts kept the audience engaged throughout the campaign duration.
Creative Marketing Ideas Execution
Visual and Emotional Appeal:
Videos showcased the authentic preparation of traditional grandmothers' dishes, creating a deep emotional connection with potential customers.
High-quality visuals and storytelling were employed to highlight the cultural significance of each recipe.
Multichannel Approach:
Content was distributed across multiple platforms (Instagram, Facebook, TikTok, YouTube) to maximize visibility.
Email marketing campaigns complemented social media efforts, driving traffic to Conchita’s profiles.
Interactive & User-Generated Content:
Followers were invited to share their own family recipes, fostering community engagement and participation.
Interactive stories and reposts kept the audience engaged throughout the campaign duration.
Key Elements and Creative Solutions
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Inbound Marketing
Utilized email marketing to nurture potential and future customers, driving traffic to social media profiles and the website.
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Account-Based Marketing
Focused on specific segments, particularly Cuban families, to create highly targeted and personalized content.
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Customer Stories
Shared compelling customer success stories to build a deeper connection with the audience.
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Cost Savings
Achieved significant cost savings through effective paid media strategies, reducing the cost per 1K reach by 50%.
Conclusion:
The Abuela - The Key Ingredient campaign successfully transformed Conchita Foods’ brand presence by tapping into the cultural heritage of its target audience. Through a strategic blend of influencer marketing, authentic content, and interactive engagement, the campaign achieved unprecedented reach and engagement, solidifying Conchita Foods’ position in the market.
This entire marketing case study exemplifies our marketing team's capability to create impactful, culturally resonant campaigns that drive significant results. Our comprehensive approach, combining traditional marketing with innovative digital marketing strategies, ensures our clients’ brands are not only seen but also cherished by their potential buyers. This case study serves as a prime example of how creative marketing ideas and compelling marketing strategies can turn a campaign into a resounding success.