Case Study
Yummly needed to generate brand awareness and drive purchases for their innovative smart thermometer. They worked with Wpromote to partner with influencers and position the product as the perfect Father’s Day gift, resulting in one of the brand’s best months ever.
Their Story
Yummly is on a mission to be the smartest and most helpful food platform on the market, improving life in the kitchen for millions of home cooks around the world. With over two million recipes, Yummly uses proprietary food intelligence technology to recommend meals that cater to 23 million users’ diets, allergies, and tastes.
The Challenge
The Yummly Smart Thermometer is an innovative, app-based cooking assistant that makes multitasking in the kitchen easier—but the higher price point meant it was extra important to make the perfect case to consumers. They joined forces with Wpromote to find the right strategy to generate interest around the product and convince people to make the purchase. Wpromote’s experts identified seasonality as a key ingredient that could drive results in the bottom funnel.
The Solution
Rather than wait for the next holiday season, Wpromote realized that the Smart Thermometer was a great fit for Father’s Day 2022, zeroing in on short-form video content as the ideal way to showcase the product’s unique features.
Instead of relying solely on ad campaigns from the brand itself, Yummly and Wpromote looked to social media influencers to make the case for the Smart Thermometer as the ideal gift for dads in 2022.
The team armed 10 diverse influencers with promo codes and Yummly Smart Thermometers to cook their favorite recipe using the product on Instagram Reels and TikTok.
Some partners were dads who provided a peer-to-peer recommendation for the Smart Thermometer as a Father’s Day gift, while others brought a father figure into their content to cook for them or teach them how to use the product.
The Wpromote team took an integrated approach to distribution, promoting the influencer content across both paid social and paid search campaigns. Yummly was able to increase awareness, build excitement, and get the word out about the Smart Thermometer product to relevant communities ahead of the holiday, creating an authentic sense of community and connection that resulted in tangible results for the business.
Channels + Services
bringing home the bacon from father’s day gifting
In a single month, organic influencer posts generated strong social engagement and revenue growth, including 15K website sessions and 1,354 promo code redemptions. The influencer whitelisted paid social ads proved more effective and efficient than traditional retargeting campaigns, achieving:
