For Stella D'oro Cookies, I created and cultivated an engaged community of Stella D'oro Dunkers. I led a celebration of Italian-American heritage with #NonnaSaid and #ItalianProblems as well as culturally relevant content.
The Dunk Your D'oro sweepstakes invited fans to share their dunking techniques through photos and videos to win a trip to Florence, Italy. With a $10,000 Facebook ad buy, we saw over 19 million impressions and a 22,125% increase in fans, 90% of whom remained fans in the year following Dunk Your D'oro.
They came for the sweeps, but stayed for my content.