Mrs. Dash • Punching Up the Flavor
From no salt
to no brainer
Known as America’s favorite salt-free alternative, Mrs. Dash had no problem attracting consumers for whom health was top-of-mind. They needed to expand their customer base beyond their core users.
Our challenge was to transform Mrs. Dash into an engaging brand with wide appeal beyond niche health communities on the choppy waters of social media.
To unravel the ask required a multifaceted solution. We shifted our focus from illuminating the many benefits of low-sodium living to showcasing the versatility of Mrs. Dash products for a variety of meals, drinks or snacks.
Quickly building a dynamic library of social content, we spotlighted mouthwatering recipes and quick everyday cooking tips to inspire future trial and use.
Social media is a dynamic, sharing platform. The direct line of communication and feedback shared between consumer and brand was an integral part of our content strategy. Relevant and engaging content was further fueled with surprise giveaways and targeted couponing initiatives to drive trial, all led by expert community management to further inspire brand advocacy.
To support the new product launch of their seasoning mix packets, we created a shopper marketing campaign to generate awareness, trial and genuine excitement. The result? The Ready Set Win! game, a Facebook app which allowed consumers to spin for free samples and prizes directed at driving trial.
Ready, Set, Win!
With an incentivized approach that motivated daily plays, built-in sharing options to accelerate organic growth as well as addictive game creative, Ready Set Win! led to 129,000 free product samples to be distributed in just six weeks.
SAY IT ALL
Sample requests in one 6-week product launch
Increase in brand reach YoY