It’s really cool to have all the hard work be recognized as best in class.
FoodBev.com, a unit of FoodBev Media, has named D.D. Williamson as Finalist for “Best Social Media Campaign” in 2011. DDW’s “Expert Answers Series” was launched in December and features video interviews with experts in consumer visual insight, naturally derived food coloring, and regulatory challenges. Experts are selected both inside and outside the company. The marketing campaign to promote the video series cut across a variety of social media and web portals to further brand DDW’s expertise.
(Regulatory expert Jennifer Guild discusses challenges of natural food and beverage colouring in the above Expert Answers video.)
The campaign’s summer and fall previews included a contest, a spoof movie trailer, a YouTube preview video, and QR codes. Each of the Expert Answers video interviews, presentations and articles are brief and focused to allow busy industry professionals to watch, learn and share at their own convenience. Profile pages are available for each expert so that site visitors can easily connect, network and ask questions. Visitors can select by topic, expert or region to quickly browse to the content they seek. Region-specific interviews conducted thus far capture over a dozen experts across five continents in three languages – with more coming soon. Social media employed includes Twitter, Facebook, Google+and more. Since launching, the YouTube channel has exceeded 1,000 views.
(The original spoof movie trailer for the Expert Answers video series.)
“Initial results have exceeded our expectations,” said Brittany Thompson, Web & Social Media Coordinator for DDW. “We’re delighted the Expert Answers page is now among the Top 10 most visited pages on our websites, and visitors are spending two to three minutes on the page.”
For FoodBev’s award details, click here.