In her BlogWell Chicago presentation, McCormick's Senior Manager of Digital Marketing and Social Media, Jennifer LaFrance, shares how they differentiated their Gourmet brand in the social space through a mix of content, utility, and an awesome contest. She goes into detail about how they are using Facebook as the brand's central hub with an tool that creates community amongst their fans around hosting dinner parties.

1. SocialMedia.org
Video Case Studies
Jennifer LaFrance
The Gourmet Dinner Party Chain
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Chicago
June 19, 2013
socialmedia.org/blogwell

3. “Our mission is to save
your world from boring food.”
Alan Wilson,
Chairman, President and CEO

4. The Incredible Relationship
Between Food and Social Media

5. Recipes Are Social

6. Recipes are Our “Currency”

8. The Challenge
Reach a younger target audience with the McCormick
Gourmet brand and increase exposure of our content.

9. We converted interest and
intention into action

11. Ashley’s Speakeasy

22. 13K
Dinner Parties
98%
Unique Menu
Combinations
32%
Increase in site recipe
views

23. How did we build on our success?

24. We learned a lot from the
content our fans created.

25. Declared Interest: Gourmet
Food
Facebook “Auction”Target

26. We discovered an
undervalued route
to the audience
Declared Interest: Gourmet
Food
Adjacent Interests:
Celebrity News/Popular Music
Target

27. We strengthened our
POV beyond just recipes

28. We discovered an
undervalued route
to the audience
We elevated our top fans to
co-curate content with us

29. …and continuously test &
learn

30. Results
• Highest ever campaign recipe views in 2012
• Built the community to +400k strong in a year’s time
• Generated double-digit engagement rates

31. Looking
Forward…
Spicy Pasta Provencal

32. Thank You
Jennifer LaFrance
@jlafrance529
jennifer_lafrance@
mccormick.com
Spicy Pasta Provencal

33. Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Chicago
June 19, 2013
socialmedia.org/blogwell