Dark chocolate. It's seductive, indulgent and delicious. It can even offer a brief hiatus from our lives with one bite.
To celebrate how we escape with chocolate, Ghirardelli partnered with Say Media to create an integrated campaign, featuring six of Say Media’s culinary experts and editors sharing their personal experiences, recipes and secrets related to dark chocolate through a series of posts.
This mouthwatering campaign, Escape With Dark Chocolate, aimed to own the conversation and raise awareness of the brand’s delectable Intense Dark flavors through search, social and paid media.
The Ghirardelli Experience
An American pioneer of premium chocolate, Ghirardelli’s Escape With Dark Chocolate
campaign featured
10 pieces of custom
content across six of Say Media’s portfolio brands, including Joy the
Baker, The
Kitchn and the site of chef and television
personality Aida Mollenkamp.
VIDEO: Learn how to make a Happy Hour Hot Fudge Milkshake with Joy the Baker.
Each editor shared a
personal experience with chocolate, providing recipes
and entertaining ideas with the star ingredient,
Ghirardelli Intense Dark chocolate and its many
different flavor varieties.
RICH STORIES
Getaway: San Francisco
A Spring Picnic at Sunset
Happy Hour: Hot Fudge Milkshake
Though each story and idea was unique to the site, to support better search results for dark chocolate recipes and inspiration, each article used a canonical URL, leveraging the campaign name. They also all used the same image tags to include Twitter handle and hashtags across more than 100 images from the content, enabling consistent social sharing. These stories were transformed into an interactive ad experience, powered by Say Media’s innovative ad platform, scaling the campaign across desktop, tablet and mobile.
CRAVING RESULTS
- 40 average time (in seconds) spent with content on a tablet
- 22% click-to-site rate content on a tablet
- 32,584 likes, comments & shares on Facebook
As a result, stories were broadly shared across social media, with nearly 6,000 shares on Instagram and Twitter and 32,584 likes, comments and shares on Ghirardelli’s Facebook page. Even the ad unit was incredibly engaging — and all based on smart, integrated content.