Casting the Ball® canning brand at the center of a pervasive consumer movement, 360PR created a sustainable campaign that grows bigger every year, accruing sales and other benefits to the Ball brand. Far from a “one and done” event, Can-It-Forward Day has become the cornerstone of a campaign that has educated and resonated with millions of consumers, including Millennial women, spanning the canning season from spring to fall and into the holiday crafting season, as well.
Our live webcast with canning demos at the Borough Hall Greenmarket in Brooklyn, New York, was hosted by Bravo Top Chef judge and restaurateur Hugh Acheson. Kicking it up a notch, we attempted and set a Guinness World Record for the World’s Largest Mason Jar Mosaic, featuring 2,000+ Ball brand jars.
In addition to high-profile event coverage by USA Today, Parade, Southern Living, Country Living, among many others, we also created an influencer network of more than 100 bloggers – our “Ball-stars” – to socialize the Ball campaign across an array of social networks, including 25,000 engaged Pinterest followers driving sales to the Ball Online Store, and other social activity driving to the brand site and to retail. Among other measureable results, traffic to the brand’s web site increased 59%, year-over-year.
All this conversation created sales excitement, garnering support for the Ball brand from key retail accounts and consumers and propelling sales to new heights.
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