Case Study: Integrated Social Campaign
Role: Creative Director
Client: Torani
Agency: OIC
Challenge
Torani Syrups wanted to differentiate its syrups from artificially flavored coffee creamers.
Strategy
Show a target who is passionate about coffee that they can be foodie with flavored syrup and make a coffeehouse quality drink at home. CCO Darin Beaman came up with a campaign line — Hello Torani, Ciao Boring — accentuating Torani’s Italian heritage and the fun of making your own recipes.
Creative
Display ads highlighted Torani’s multiple flavors, and worked in parallel with Google search, targeting coffee drinkers and fans of specialty cocktails. Facebook advertising targeted Torani’s competitors’ fans, fans of coffee brands, and coffeehouse baristas. In parallel, social tactics on Facebook drove users to special offers and sweepstakes. To personify Torani and extend the social campaign we developed a video series, “Café di Torani con Allie Johnston” — a star-crossed mashup of Rachael Ray and Marcello Mastroianni. Short videos featured “clips” of Allie’s cooking show as she instructs viewers on how to make specialty drinks, and slowly weakens to the charms of her devilish Italian co-star. (Matt Brennan co-wrote the scripts with me and director Ryan Steven Green pulled off the impossible, as usual.)
Results
During the campaign, Torani experienced the largest month-over-month online sales increase in company history. Socially, Torani’s base of fans grew by 440% on Facebook; offers and discounts built into banner ads increased CTR; and monitoring of keywords reduced Torani’s SEM costs by 40%.
