Case Study - Wonder Bread

Case Study - Wonder Bread

In response to changing consumer needs and to solidify leadership in wholesome bakery products, all WONDER breads converted to a cleaner label (Project ‘Clean Sweep’). The Clean Sweep communications strategy evolved as a result, with a strong focus on the brand’s unique point of difference.

Case Study Summary

In response to changing consumer needs and to solidify leadership in wholesome bakery products, all WONDER breads converted to a cleaner label (Project ‘Clean Sweep’). Shortly after, DEMPSTERS as the primary competitor launched 'Country Originals' – a line of breads also free of artificial preservatives, colours and flavours but which contain added chemical additives not found in WONDER breads. The Clean Sweep communications strategy evolved as a result, with a strong focus on the brand’s unique point of difference. From late 2011 into Summer 2012 has seen a refocus on driving this hard hitting communication through integrated consumer touch point strategies both offline and online.

Project Elements

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Project Elements Included:
  • Website Development
  • Microsite Development for Olympics
  • Content Development [Blog Posts, Articles, Web Content & Press Releases]
  • SEO Campaign [60 Keywords]
  • PPC + Display + Retargeting Campaign (Over 40k/month)
  • Social Media Management
  • Ongoing Consulting

[A] Business Objectives

  • Aggressively accelerate awareness and education of the new WONDER bread and “free of” formula while broadening, messaging to include free of “other added chemical additives.”
  • Grow penetration among non-users to deliver incremental growth.
  • Drive strong consumer engagement and online buzz.
  • Increase sales across entire WODNER bread product line.

[B] SEO Results

  • Within 6 months:68% of keyword phrases being optimized now ranking on page 1
  • 41 out of 60 keywords are on page 1 of Google
  • 10 of those phrases are ranking #1 in Google
  • 15 of those phrases are ranking on top 3 positions
  • 24 of those phrases are ranking on top 5 positions

[C] Traffic Results

Traffic increased by 1,002.4% (from 39,464 visitors to 434,949 visitors)
Direct traffic increased by 1210.23% (from 8,092 visits to 106,024 visits)
Organic traffic increased by 487.30% (from 10,642 visits to 62,500 visits)
Referral traffic increased by 1,146.77% (from 20,541visits to 256,099 visits)
Facebook traffic increased by 356.26% (from 13,474 visits to 61,474 visits)
5# of Email Addresses Collected 50,000 Before:0(in 5 Months)

 

Deliverables Online

Detailed digital/social media plan that would:
  • Drive broad awareness of new WONDER bread and its unique point of difference
  • Focus on re-inventing the brand and shift perceptions of WONDER to its new positioning
  • (not being seen as unhealthy white bread only)
  • Drive strong consumer engagement and online buzz about the WONDER brand

Digital Marketing Strategies

With no formal online marketing plan, all digital marketing strategies were newly introduced to the WONDER brand.

Paid Search

  • Pay-Per-Click including conversion landing page development
  • Display advertising including ad and conversion landing page development
  • Interactive Display Ad

Search Engine Optimization

  • Significant focus on content development and monthly publishing schedule
  • Blog, Articles and Press Releases
  • Aggressive assortment of SEO related strategies

 

Social Media

  • Facebook – daily posts, monthly contests
  • Twitter – social push from daily blog content (as SEO strategy)

Email Marketing

  • Aggressive database capture across all digital marketing strategies
  • Started with zero database, built to 50,000
  • Implemented formal email marketing campaign with WONDER Olympic contest

London Olympics Website and Media Amplification

Leverage WONDER as an official supplier to the Canadian Olympic Team
Development of Olympic contest and specific micro-site (now closed)
Aggressively support with online marketing utilizing Display advertising
Integrate Facebook contest with Olympic contest for exponential socal impact
Aggressively market contest with Facebook ads



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