Pillsbury | Operation celebration

Integrated Social Campaign

Pillsbury wanted to encourage families to bake together and share their baking moments, so we created a social campaign to encourage families to bake with a new theme every month and incentivizing them to share their creations and family baking moments for a chance at a special surprise and delight. Every month we introduced a new theme through social posts, banners, email blasts, Facebook live videos and more – sharing new recipes that inspire and nourish our audience. After users share their photos with us on facebook and through instgram using #doughboysurprise we pick a few lucky winners to "Doughbomb", when the Doughboy photobombs their photos that we share back out its the golden ticket that they've won a special Doughboy Surprise package filled with Pillsbury goodies and baking projects for the next months themes to encourage them to keep baking and sharing their creations with the Pillsbury community.

  PILLSBURY BAKING WEBSITE |  Every month the Pillsbury Baking site is updated to feature the months theme with relevant articles, listacles and recipe content of the featured theme while other media drivers drive users to sign-up for additional content inspiration.

INSPIRE CONTENT | We also seed themed recipe inspiration on our social channels and other media drivers.



SURPRISE AND DELIGHT | Every month we choose several UGC thats been shared with us to "Doughbomb" then we send them box of Pillsbury goodies as a thank you for sharing with us.