Ball Jar - Shine Through
Branding
Web Design
Digital Marketing
Project Overview
Challenge Ball is a 127-year-old brand that needed to make itself and the art of canning relevant to a new generation. The brand has over 96% brand awareness, so name recognition wasn’t the problem. Quantitative research among new canners and non- canners revealed that there were many misperceptions about canning that prevented people from trying the age-old process. These included time involved, complex processes and safety. Insight Through qualitative and quantitative research, we discovered that new canners are creative with a DIY mentality and a love for sharing their creations. They simply need the reassurance that they can get help, and that they are canning correctly. Ball needed to inspire them, educate them and allow them to share their questions, creativity and achievements through every point in their canning journey. Solution – Shine Through The solution was to inspire consumers to create, allowing the individual’s personality, style and creativity to shine through Ball products. We launched the campaign with a total revamp of the Ball website including a streamlined e-commerce interface, education materials, an easy-to-use recipe section and a pectin calculator. An expanded social strategy leveraging Facebook allowed new canners to learn from experienced canners. We developed three-page advertorial spreads with influencers like Martha Stewart. Finally, we leveraged Ball’s social community to provide input and insight for new product launches. The enthusiastic sharing of content and information helped spread the word. Results Our “Shine Through” campaign launched in 2011 and continues today. The enthusiastic response by media, influencers and consumers to the content and information resulted in more than 3-to-1 return on Ball’s paid media investment. Facebook fans increased by 40% and website visits increased by 30%. Most importantly, jar sales increased substantially in the first year. In fact, 2011 was the highest sales year in the company’s 127-year history.Client
Ball JarsTags
Martha Steward
Ball
