We are proud to announce Linqia has been named a 2016 MediaPost OMMA Awards Finalist in two categories – 1) Online Advertising Creativity: User-Generated Content; and 2) Online Marketing: Hispanic Marketing Campaign. The OMMA Awards is an annual awards event that honors the best campaigns in Online Marketing Media and Advertising (OMMA) by agencies and advertisers that push the potential of digital advertising.
The User-Generated Content Award recognizes “a single creative execution or campaign of advertising utilizing user-generated content as a primary creative element.” Linqia was named a finalist in this category for our 2015 Storybook with Nestlé Toll House, which was designed to increase the brand’s market share by shifting perception of the brand to one that’s fun, modern and creative. Nestlé Toll House felt limited by traditional advertising and needed authentic voices to convey this message.
Nestlé Toll House partnered with Linqia on an influencer marketing program designed to produce user-generated content by influencers who are fond of the brand. Over the course of four flights, Linqia’s influencers created original stories, social posts, photos, and recipes featuring Nestlé Toll House products. The content drove traffic to brand landing pages where consumers could find more recipes and locate retailers to purchase Nestlé Toll House goods. Additionally, Linqia’s platform tracked the quality of the content so that the Nestlé Toll House team knew which pieces of content performed best. The brand, impressed by the quality of the user-generated content, featured the photos and recipes on various Pinterest boards and Facebook posts.
By the program’s conclusion, Linqia influencers reached over eight million consumers, 89% more than projected, with nearly 4,000 pieces of original content. The content resonated with the audience who engaged with the content over 74,000 times, 956% over what was projected for a program of this size, and drove 46,500+ visits to the brand’s landing pages, which generated 32% more traffic to the Nestle Toll House landing pages than expected.
The Hispanic Marketing Campaign Award highlights the “best campaign in online media marketing and advertising for which the target audience is Hispanic customers.” Linqia was named a finalist in this category for our program with Herdez, who wanted to raise brand awareness and connect with consumers in a meaningful way.
To do so, Herdez focused on Las Posadas, a 9-day Mexican Christmas tradition based on the biblical journey of Mary and Joseph and their search for an inn to stay before the birth of Jesus. Every December 16-24, friends and families participate as “innkeepers” and host a Posada (inn) gathering each night, providing traditional Las Posadas food. Herdez created a Las Posadas landing page with different recipes the hosts could prepare but needed to drive traffic to the page and generate entries for a Las Posadas giveaway.
Herdez teamed up with Linqia to reach Mexican and Mexican-American influencers in the U.S. with interest in home cooking and food photography. Linqia influencers shared Las Posadas traditions and included original photos of old family recipes created with Herdez ingredients. They encouraged audiences to share pictures and stories of their own Los Posadas memories with the hashtag #MisPosadas.
By the end of the program, Linqia influencers reached 7.4 million people and drove nearly 22,500 visitors to the Las Posadas landing page. The influencers created over 1,300 pieces of original content in the form of blog stories, photographs, recipes, and social posts, 163% more than the program goal. The influencer audiences deeply identified with the Las Posadas theme, evident in the 16,000+ engagements – 487% over the program expectation.
The winners of the 2016 OMMA Awards will be announced on September 26th at an awards ceremony in New York City. For a full list of the categories and finalists, click here. To learn how Linqia has been able to deliver similar results for over 200 leading national brands, check out our customer Case Studies.