DOLE
King of Juices
Dailey & Associates
CREATIVE DIRECTION, ART DIRECTION, UI/UX, WEB DESIGN
There's hardly anyone who doesn't appreciate a well-made cocktail, mocktail, or smoothie.
Based on insights into the sharing behaviors of our online target audience, as well as broader foodie culture trends, we seized the opportunity to strategically energize, innovate, and complement the Dole digital experience with regularly updated, fun, and inspiring new recipes.
Despite a modest budget, highly shareable and useful content would be created to great effect, resulting in increased sales, brand awareness, and engagement.
SOCIAL ACTIVATIONS
In addition to custom Facebook sponsored posts, we teamed up with Tasty to share Friday Happy Hour cocktail recipes. This partnership reached 255M consumers, garnered over 66M video views, 2M engagements, and drove new likes to the Dole Sunshine Facebook page by over 500%.
Carousel posts on Instagram would provide further support featuring relevant and enticing recipes specific to the holidays.
microsite
All social media posts drove traffic to our featured recipe microsite. Our effective rate was 76% higher than planned, and our conversion rate was a whopping 40% higher than the benchmark!
Considering the likelihood of people using mobile and tablet devices, especially when they are in the kitchen or supermarket, the existing website was fully redesigned to be responsive—a first for Dole.
Additionally, a content management system was also developed to allow for quick and easy updates, seasonal recipe additions, as well as long term maintenance cost savings for the client.
RECIPE PAGE
Simple and clean design would be essential to ensure legibility across all mediums. Photography would bring recipes to life, with art direction ensuring rich, beautiful images throughout the site.
Sharing features are prominently featured and custom icons help distinguish between food and drink recipes.