Cream Cheese? Real Women of Philadelphia

This case study grabbed my attention from Fast Company and then ClickZ.  The promotion is fairly common for a user-gernated competition to get people excited about recipes involving a specific product, but what is less amazing are the results.

The Promotion

8 Month Campaign

Paula Deen celebrity Food Network Star

Launch video had celeb request recipes

2 winners from each week compete in final showdown

winners host next season’s competition

YouTube takeover on launch day


Results

Launch video seen by 51m people

10m watched the entire video

100k clicked through (1%)

25m recipe views

691,241 visitors who spend an average of 4:28 on the site. There are 4,373 registrants on the site.

Philly’s sales up 5%

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