Mrs. Fields #ShareYourHero 2015 Campaign

Contrary to our snacking habits around the office, cookies don’t sell themselves. Mrs. Fields asked us to help launch two new cookie flavors on the market, Butter Pecan Praline and Dark Chocolate Oatmeal (yum).

Interbake, on behalf of Mrs. Fields, needed a campaign to build public awareness of the new flavors’ availability at Kroger and Walmart in some key locations: Cincinnati, OH (Kroger HQ); Bentonville, AR (Walmart HQ); Atlanta, GA; and St. Louis, MO. They also wanted to tie-in Mrs. Fields’ support of the United Services Organization (USO) with an added challenge: We could not leverage existing Mrs. Fields branded web or social assets since our client, as a licensor, was not granted access.

The Idea

With two uncommon flavors becoming available from a cookie brand with some baked-in Americana and to leverage Mrs. Fields’ support of the USO, we created the Mrs. Fields #ShareYourHero campaign. Cookie lovers nationwide were called on to nominate the heroes in their lives — America’s hometown heroes — for the chance to get their hero on future boxes of Mrs. Fields cookies, plus a year’s supply.

The Implementation

We built a microsite to serve as our hero headquarters to house product information, a cookie finder, a hero video vignette and the contest entry form.

We promoted the contest through our Mrs. Fields branded @cookiemoment handle on Twitter and Instagram, with pop-up cookie giveaways on these platforms, and through e-blasts to our list of cookie lovers from previous Mrs. Fields contests.

We sent boxes with free samples and details about the contest — as well as cleverly branded collateral to help create the perfect social media image — to targeted bloggers

We executed an influencer program, enlisting 100 social influencers through to tout the campaign and contest throughout the duration of the campaign.

We also deployed geo-targeted GDN ads, radio and TV spots in our key locations.

The Results

  • 16.7k people shared their heroic stories with us
  • 29 bloggers participated and garnered nearly 7 million impressions
  • Social influencers generated over 14 million social impressions
  • 36 million campaign impressions earned in total
  • 55k website sessions logged in the 45 day campaign
  • All 4 target cities account for our top 5 website traffic sources
  • Our hero, in the end, is Mrs. Mary Mae Jones, a pioneering elementary school teacher in Bentonville, AR. Mary Mae has a school named after her, and on September 25 2015, the school will throw an assembly for Mary Mae, likely garnering additional earned media coverage in Walmart’s hometown of Bentonville.