Butter marketers use a variety of social media tools to better connect their product with consumers, as word-of-mouth marketing assumes more importance in the dairy category. Go Bold with butter serve as a virtual kitchen where consumers can interact with a team of butter enthusiasts who will tout the value and versatility of butter.
Nine dedicated bloggers were recruited to generate content for the blog, including recipes, photos and videos. Each will offer a unique perspective on the best way to create satisfying food experiences centered on butter. A GoBoldWithButter Facebook page and Twitter profile have also been established to complement blog activity. The Facebook page and Twitter profile will share general “GoBoldWithButter” messaging, recipes and content, and help drive traffic back to the Real Butter blog, especially for seasonal cooking themes. The campaign also use a Pinterest page, as that social media site is rapidly growing in popularity among users that this campaign is targeting.
Butter marketers will greatly benefit from this new campaign, because it will create real connections among butter enthusiasts, while helping to educate a new generation about why butter is best for cooking and baking.
Each of the nine blog contributors brings a different style and perspective, but they are all passionate about creating memorable dishes to share with their friends and families.
The promotion of the blog and its digital companions is largely driven by online advertising. This includes targeted online and Facebook ad executions to fulfill advertising support of the Go Bold With Butter blog with a seasonal emphasis.