To inspire European consumers to buy and eat more American sweet potatoes, mk² rolled out International Sweet Potato Week in April 2020, an umbrella promotion for clients North Carolina Sweet Potato Commission (NCSPC) and the American Sweet Potato Marketing Institute (ASPMI) in their respective European markets.
The online portion of the campaign provided digital promotional materials to partners as well as interactive content and advertising on owned social channels. Targeting Instagram and Facebook, the campaign featured posts and stories including recipes for Sweet Potato Pie and giveaways of airfryers and cookbooks. Online posts also provided information about accompanying retail promotions to drive in-store traffic.
Offline promotions ran with retailers including top European discounters. In-store promotions featured specially produced point-of-sale materials and product samplings ran in thousands of stores in Germany, Poland, and Scandanavia. Not only did sales volume increase substantially during the event, but retailers saw a boost in sales after the promotions had ended.
In just a few days, the digital campaign saw a 480% increase in impressions and a 600% growth in engagements on Facebook. Additionally, the online campaign brought new followers to all owned social media accounts.