So Yummy partnered with Bob Evans Farms to create innovative co-branded content that cuts through the social media noise and showcases the versatility of Bob Evans' products. The "Rise, Shine & Dine" campaign aimed to address the full marketing funnel, from increasing product awareness to driving conversions,by producing engaging recipe content that highlights delicious ways to incorporate Bob Evans' items into meals throughout the day. This integrated approach ensured a seamless shopping experience and maximized product visibility.
To amplify the campaign's reach, So Yummy employed a paid strategy that directed the audience to purchase Bob Evans products via Walmart and add-to-cart functionality to drive shoppers to grocery sites. By combining organic and paid efforts, the campaign effectively engaged So Yummy’s extensive social media following, driving significant traffic, boosting brand awareness, and ultimately increasing sales lift for Bob Evans across all retail channels.
To bring the "Rise, Shine & Dine" campaign to life, So Yummy worked closely with Bob Evans Farms to create a multi-faceted content strategy that would engage consumers at every stage of the buying journey, from awareness to conversion. The campaign’s centerpiece was a 3-4 minute organic video featuring a diverse set of meal ideas that showcased Bob Evans products in everyday settings. The goal was to present the versatility of the brand, from breakfast through dinner, illustrating how easily Bob Evans products can be incorporated into family meals throughout the day. This video was shared across multiple social media platforms, tapping into So Yummy’s broad audience and establishing strong brand presence.
The next phase of the campaign focused on driving consumer consideration and purchase intent. So Yummy deployed a paid strategy that featured shoppable recipe videos, allowing viewers to seamlessly purchase the Bob Evans products used in each dish via Walmart and other retail partners. These videos were designed with add-to-cart functionality, making it simple for consumers to move from inspiration to purchase with minimal friction. By combining organic and paid efforts, the campaign was able to leverage So Yummy’s large social media following, maximizing product visibility and enhancing the likelihood of conversion.
To further enhance the campaign’s impact, So Yummy worked with a third-party partner to conduct a Pathformance Study, which assessed the direct sales lift resulting from the campaign’s efforts. This data-driven approach allowed us to measure the effectiveness of the campaign in real-time and adjust strategies as needed to ensure the desired outcomes. The integrated strategy not only aimed to elevate Bob Evans' brand presence but also sought to engage consumers in a more interactive, direct way, ultimately driving a significant sales increase across all retail channels.
One of the primary challenges we faced was ensuring product availability across various regions, which created complexities in setting up the shoppable landing pages. As Bob Evans products are distributed across multiple retail channels, variations in stock availability at different locations made it difficult to create a seamless, unified shopping experience for consumers. Despite these obstacles, we successfully optimized the landing pages to offer a smooth user experience, ensuring that consumers could easily find and purchase Bob Evans products in their region, ultimately contributing to the overall success of the campaign.
The unique combination of organic, paid, and shoppable content, paired with the seamless integration of retail channels, set this campaign apart from others. By addressing the full funnel from awareness to conversion and overcoming regional product availability challenges, the "Rise, Shine & Dine" campaign not only boosted Bob Evans’ sales substantially but also enhanced its brand visibility.
The "Rise, Shine & Dine" campaign achieved remarkable results, demonstrating significant impact and effectiveness. The organic phase of the campaign generated impressive engagement, with over 17.7M impressions, 12.1M views, and a reach of 13.9M across social media platforms. The videos exceeded the initial guarantee by more than 1.4 times, highlighting strong consumer interest in Bob Evans products. Notably, the So Yummy x Bob Evans video emerged as the top-viewed content in the food category on Facebook and YouTube during Q2 of 2024.
In the targeted media phase, the shoppable campaign—enabled through Walmart and Chicory—drove over 95,000 clicks to the landing pages, surpassing the projected goal. The top two selling items contributed 67% of the incremental sales, reflecting the campaign's effectiveness in influencing purchase behavior. Nielsen data revealed that test stores in top-performing regions such as New York, Indianapolis, Detroit, and DC outpaced control stores by 5.2% in sales lift during the campaign. The overall campaign resulted in $12.5M in sales with a return on ad spend (ROAS) of $5.43, demonstrating a 5.2% sales increase. Engagement metrics also highlighted strong performance, with 78,200+ engagements and a 3.6% click-through rate (CTR). This campaign successfully combined innovative content with strategic media placement to enhance brand visibility and drive substantial sales growth for Bob Evans.
