Our partnership
From Carol’s family kitchen to local underground favorite, to nationally distributed deliciousness. Carol (yes, she’s a very real person) has served the world’s most decadent, half-pound handmade cookies for more than 40 years. And for more than a decade, we’ve partnered with Carol’s Cookies to tackle marketing challenges and capture the new digital opportunities as they scaled their business across specialty grocery and ecommerce channels.
The outcome
It’s been an exciting journey over the years with Carol’s Cookies. We’ve touched it all to support their continuously evolving digital brand experience; packaging consultation, photoshoots, multiple ecom builds, social strategy, organic search, email nurturing, and paid campaigns. To say the least, Envisionit has made an impact on this business.
300,000
3x
6x
Whipping up new business
Peak season for gifting, particularly in corporate gifts, is Thanksgiving through Valentine’s Day. Beyond a bump over Mother’s Day, the remainder of the year is considered not as robust. Heading into 2020, we eyed Q1 as the perfect time to finally pilot an offseason media program to understand the impact of investment, and of course drum up new opportunities longer tail B2B clients. First, this would require a deep dive into Carol’s unique value proposition and how to position our program to leverage it.
Baking up a campaign
Identifying new industry segments where gifting, primarily thank you gifts, was a year-round affair, we profiled B2B targets that we felt matched the mindset of a typical Carol’s Cookies customer. Using look-a-like and role-based targeting, we launched a new media campaign across paid social, programmatic prospecting, and retargeting that showed off just how memorable a gift Carol’s Cookies are.
Rising results
From mid-February to mid-March of 2020, Carol’s Cookies felt the impact, experiencing their best YOY performance for this typically slow period. Unfortunately, we had to pause because of the global pandemic. But headwinds aside, the pilot played out providing a business case for future marketing investment.
