One of America’s most iconic brands filed for bankruptcy and was put out to pasture. So we rolled up our sleeves and got to work targeting the five states where Borden is primarily sold.
A comprehensive marketing strategy was developed, from quarterly promotions to microsites to social posts. Our goals were to make sure people click, share and, of course, drink all their milk!
A microsite gave Borden’s most popular product, Dutch Chocolate Milk, the recognition and online real estate it deserved.
Building an email database was a top priority. Quarterly promotions were used to collect email addresses, and communications like a monthly newsletter drove engagement for each new promotion. Borden got over 50K unique contest entries in 2021.
Social was an important component. This April Fools post got over 55,000 impressions and drove traffic to a fake product page on BordenDairy.com where viewers were encouraged to enter a Borden promotion.
COHENCOPY 