PHILADELPHIA Cream Cheese is helping consumers get into the holiday spirit with a new campaign that features an influencer-curated content hub which encourages consumers to turn to the brand for holiday cheesecake baking and lifestyle inspiration. The effort marks the first time the brand has placed digital at the center of its holiday marketing strategy.
“Cheesecake Cheer” elevates PHILADELPHIA through a rich, interactive digital experience that provides tips and inspiration to consumers in the kitchen and beyond. Within a dedicated microsite, users can explore multimedia content across topics such as cheesecake baking, entertaining and home décor.
Each “room” within the experience features an influencer who has collaborated with the brand to curate content based on their own personalities. Sandra Lee (Celebrity Chef), Bri Emery (founder and editor of designlovefest) and Alice Currah (creator of SavorySweetLife.com) each infuse their personal style sensibilities into the content, representing “decadent,” “fresh” and “classic,” respectively.
Our research showed that during the holiday season, people search for cheesecake recipes nearly as often as they seek general lifestyle-related content (e.g. holiday entertaining tips). Based on this insight, the brand worked with 360i to give its consumers the best of both worlds: a central destination for holiday baking and entertaining tips.
“Cheesecake Cheer marks the first time that PHILADELPHIA has placed digital at the center of our holiday marketing program, which coincides with our most critical sales window of the year,” said Christopher Urban, Senior Brand Manager at PHILADELPHIA. “The immersive, interactive nature of digital empowers us to tell a deeper and visual story about our brand – inspiring consumers to regard PHILADELPHIA as an important part of their own holiday activities.”
Beyond the Cheesecake Cheer site and the brand’s owned media channels, content is being cross-promoted on the influencers’ own blogs and social properties, as well as supported with paid advertising across relevant publishers such as TasteofHome.com and Dash.
Cover photo via Cheesecake Cheer