In January 2015, Sartori Cheese launched a new product - their latest release in over two years. I worked together with a co-worker to successfully execute a launch strategy with a focus on social media promotion, blogger outreach and PR tactics.
As part of the PR strategy, we sent "key mailings" to 50 bloggers, journalists and industry-specific trade publications. The mailing teased about a new product being launched and encouraged recipients to guess the new type of cheese using the hashtag #NewBellaVitano. Nearly every contact on our customized media list posted about the key mailing and/or used the hashtag on Twitter or Instagram. Even regular consumers joined in the guessing game, which effectively created a good "buzz" around the release of the product.
We posted various teasers on social media as well to complement the key mailings that were sent to media. Finally, we announced the new cheese on Facebook, Twitter, Instagram and LinkedIn. To continue promoting the cheese after launch, we scheduled a giveaway and recipes to serve as further promotional content. Across all pieces of content on Facebook regarding the new product, the conversation generated 17,000 impressions, 700 likes, 140 comments and 80 shares.