In conjunction with a promotional campaign to increase the sale of dry pasta, Kellen Interactive was tapped by the National Pasta Association (NPA) to design and develop a dynamic, user-friendly microsite that would serve as an information source for consumers. PastaIsPerfect.com has already drawn thousands of visitors and helped to champion the health, versatility and economic benefits of pasta.
The Website's practical navigation and architecture helps to quickly connect time-pressed consumers with the information they want, such as recipes, nutritional content, instructional cooking videos and facts about the low price of pasta. Through an online recipe contest, for example, participants were able to simply cut and paste their recipe into a Web form or attach a word document via email.
The microsite’s development was tied to a pilot program rolled out in three Florida markets and featured Jessie Price, the Food Editor of Eating Well Magazine and co-author of four food-related books. Through a series of targeted television segments on top local networks, Jessie Price promoted a “Pasta, The Perfect Meal” message and directed audiences to the microsite.The campaign also included:
- Complex Google Paid Search campaigns to include text and video advertisements
- Logo creation, search engine marketing and promotional giveaways
- Distribution of an ”Audio News Release” to radio stations across the state
RESULTS
- Created 50 different text, image and video ads and targeted based on keyword buys such as phrases relating to family meals, value for the money, online contest and product recipes. About 10% of daily visitors submitted recipes -- a high participation rate.
- Generated 450 visits per day (13,521 visits in one month) from all marketing sources. 65% of traffic was generated by the Google ad campaign which ran in the three cities.
- Earned 7.8 million impressions of the pasta message.
- Generated sales increases of 11% to 21% in the three markets.
The pilot campaign is serving as the benchmark for a national pasta promotion effort in 2011.
