The Mission:
Unilever needed to introduce Maille to the US consumer in a way that was accessible to the domestic audience, but also honored the brand’s French heritage.
TDT created a social strategy based around first telling the Maille story, and serving the brand's eCommerce goals. We continue to manage Maille’s social presence across 3 platforms, with great success based on our granular targeting and audience development, and through compelling social campaigns.
The Solution:
Social Media Strategy and Content Creation
Multi Platform Social Campaigns
Custom Content
Influencer Campaigns
Vibrant community: the My Maille community on Facebook
Strategic Partnerships
Event Activations
E-com and Amazon campaigns
Our comprehensive digital promotion strategy includes paid and earned media, social media, web, and social CRM.
PROJECT CASE STUDY — My Maille Community
Building the best food group on Facebook
A Facebook group about mustard? How crazy is this! TDT was not afraid of the challenge and has successfully cultivated a Maille focus community. It’s a fun, active, kind, Maille loving community environment. It currently has over 85,000 members with thousands of Maille recipes exchanged! Members of the community are presented with multiple opportunities to win Maille products throughout the year by participating in contests, crafting specific recipes and entering in big ticket giveaways! The engagement level is just insane and whoever enters the community is sure to become a fan for life. A-maille-zing!
Myrecipes.com called it “ One of the most wholesome corners of the Internet”! Check out the article here
85,000+
Members
560,000
Engagements in 12 months
6,000+
Recipes posted each year
Influencer Campaign
We produce four Influencer Campaigns per year that showcase content from 15 different Social Media Influencers. These influencers create relatable food content specifically featuring Maille products which are featured across all of Maille’s social platforms as well as on the influencers blog and social platforms.
Best in Class Holiday Campaign
Maille US greatly outperforms in average engagement per post and the average total engagement on both Instagram and Facebook compared to giant competitors like Heinz, French’s and Ben & Jerrys, officially becoming the best in class in the US food category
210K+
Total likes on Instagram in 6 weeks
Social Media Activation
We launched and grew Maille's presence on four social media platforms with creative and engaging content and lush new product photos shot by our team.
Maille is now active on Facebook, Pinterest, and Instagram.
We created amazing partnerships with top chefs and leading food influencers to develop original recipes that showcase the Maille brand
PROJECT CASE STUDY—User Generated Recipe book
User Generated Recipe book
We created a microsite to highlight some of the best recipes created by the Facebook group members.
Visitor can rate each recipe and leave comments. The quality of the recipes keeps improving and we are impressed every day by the commitment and the enthusiasm of our home chefs and fans.
50+
Recipes
The recipe book website features different categories like Entrée, Sides and Appetizer. You can also search by seasons.
Recipe Page
Rating System
Seasonal Recipes
Our Microsite has strengthen the community: 2x the amount of recipes are now submitted on our Facebook group.
Ongoing E-com Campaign
TDT has successfully produced hundreds of E-com campaigns for Maille in the US, UK and France. These campaigns have consistently resulted in great ROIs. Our targeting is precise, effective and actively learning to produce the best results. We are deploying the most innovative tactics, like automatic placement, dynamic creative and ongoing retargeting on Facebook, Instagram, messenger and programmatic ads.
IG Story
Facebook Ads
Project Case Study—Maille Mustard Mobile
Maille mustard mobile
What’s black and yellow, filled with delicious Dijon mustard, and travels on four wheels? Maille Mustard Mobile!
Our digital activation for the Maille Mustard Mobile Tour spread the word about the traveling truck, sharing delicious Dijon by the pump to over 20 cities. Dynamic social media activation and live truck tracking let people experience the excitement in real time, and shared the joy of savoring mustard and crunchy cornichons with all of Maille's US social fans.
Microsite
Targeted microsite promoted engaging contests to win a year of free mustard or gourmet New York and Paris getaways and supported special initiatives like the Maille Mustard Mobile, hosting a truck tracking widget and the tasting truck itinerary.
Event activation
Engaging, fun brand ambassadors at the national stops on the US tour prompted smiles and gorgeous photos as truck visitors discovered the exquisite flavors of Maille. A brand pronounciation lesson made Maille theirs, as they shared images on social media with #mymaille.
