Background
Campbell’s wanted to increase traffic at CampbellsKitchen.com during Thanksgiving, America's biggest food-focussed holiday.
Idea
In a first-of-its-kind Pinterest hack, we turned a Pinboard into one giant Thanksgiving casserole and asked casserole fans to help it grow. Each time someone pinned or re-pinned Campbell’s famous Green Bean Casserole recipe, the Most Colossal Casserole grew a by a pin and a portion of real casserole was donated to a food charity.
Results
In less than three weeks, Campbell’s Green Bean Casserole became 2012’s most-pinned Thanksgiving dish. CampbellsKitchen.com traffic increased by 250% with over a million new casserole recipe views.
• 250% increase in traffic on CampbellsKitchen.ca
• Over 1 Million new Green Bean Casserole recipe views
• We created the longest-scrolling food image in history
• 420% increase in social media shares over the previous year
• Over 20,000 Green Bean Casserole recipe pins
• Over 50 Million impressions
• Helped fight hunger over the holidays
Press
Marketing Magazine — Proximity Makes Giant Casserole For Campbell Soup On Pinterest
Digiday — 5 Great ‘Pin-It-to-Win-It’ Campaigns
Marketing Daily — Campbell Fans Build Giant Pinterest Casserole Board
Strategy Magazine — Breakout Social Media Site of the Year: Pinterest
Stimulant Online — Colossal Casserole
Awards
Canadian Marketing Association Awards
Consumer Products: Food & Beverage – Bronze
John Caples International Awards
Social Media – Bronze
Advertising & Design Club of Canada
Interactive Media: Best Use Of An Existing Social Platform – Merit
Applied Arts Interactive Awards
Consumer Packaged Goods – Winner
17th Annual Webby Awards
Experimental & Innovation – Official Honoree
New York Festivals International Advertising Awards
Design: Use Of Medium: Digital Design – Finalist