Hidden Valley

Hidden Valley Ranch worked with IZEA to drive awareness and sales of their Secret Sauce and Dry Dips products during “The Big Game.”

We selected fourteen influencers to produce recipes using Hidden Valley Ranch’s Secret Sauce and Dry Dips. Posts were shared across Instagram and Pinterest and were further amplified with promoted posts.

Scope
Managed Sponsored Social
Content Repurposing
Promoted Posts

KPIs
Awareness
Sales

Hidden Valley Ranch worked with IZEA to drive awareness and sales of their Secret Sauce and Dry Dips products during “The Big Game.”

We selected fourteen influencers to produce recipes using Hidden Valley Ranch’s Secret Sauce and Dry Dips. Posts were shared across Instagram and Pinterest and were further amplified with promoted posts.

Scope
Managed Sponsored Social
Content Repurposing
Promoted Posts

KPIs
Awareness
Sales

$0.84

CPE

110K+

TOTAL ENGAGEMENTS

9M+

TOTAL REACH

6.51%

ENG RATE

$0.84

CPE

110K+

TOTAL ENGAGEMENTS

9M+

TOTAL REACH

6.51%

ENG RATE

ranch dips chicken wings
shannon ong izea avatar

Shannon Ong-Shepard
Executive Director

Nick Giannopoulos IZEA avatar

Nick Giannopoulos
Account Director

Carly Brower IZEA avatar

Carly Brower
Campaign Manager

shannon ong izea avatar

Shannon Ong-Shepard
Executive Director

Nick Giannopoulos IZEA avatar

Nick Giannopoulos
Account Director

Carly Brower IZEA avatar

Carly Brower
Campaign Manager

IZEA

Influencer Marketing Experts

We collaborated with micro and mid-tier influencers with audiences interested in recipes, lifestyle and sports content to successfully execute this campaign and help audiences get Game Day ready.

Our partnership with SmartCommerce allowed customers to select their preferred local retailer, providing them a shorter path to conversion, adding products directly into their cart.

Social-to-Cart Transfers

Through our partnership with Click2Cart (C2C), we turned influencer content into a one-click shopping cart experience–sending the audience directly to the checkout-pages of select retailers to purchase Hidden Valley Ranch products.

click2cart hidden valley
click2cart hidden valley
click2cart hidden valley

Influencer content goes live across organic and promoted posts with traffic driving to the C2C link.

The consumer selects their preferred retailer and quantity of products.

Once the preferred retailer is selected, the consumer is taken directly to the cart page with the products already loaded.

Click2Cart Commerce

Click2Cart is operated by SmartCommerce and is a one click, direct to cart shopping experience for social media.

smartcommerce logo

Click2Cart Commerce

Click2Cart is operated by SmartCommerce and is a one click, direct to cart shopping experience for social media.

smartcommerce logo

Instagram Photo Performance

Six influencers created Instagram Carousel posts, displaying multiple photos of their custom recipes using Hidden Valley Ranch’s Secret Sauce and Dry Dips. This provided a wider variety of high quality content to be repurposed through ContentMine™.

leigh ann influencer avatar

Leigh Ann
@uptoclaudia

40K+
Followers

shruthi influencer avatar

Shruthi
@thehonestshruth

127K
Followers

lori yates influencer avatar

Lori Yates
@foxeslovelemons

18K+
Followers

Secret Sauce Ranch Hidden Valley
Secret Sauce Ranch Hidden Valley

559K

TOTAL ENG

17K

TOTAL CLICKS

4.9M+

TOTAL REACH

11.3%

ENG RATE

559K

TOTAL ENG

17K

TOTAL CLICKS

4.9M+

TOTAL REACH

11.3%

ENG RATE

recipe highlight hidden valley burger

Recipe Highlight 

INGREDIENTS

1 lb chicken breast
3 egg whites
1 tsp water
1 cup flour
1 tsp baking powder
4 tbsp Derek Wolf Nashville Hot Chicken
2 tbsp GirlCarnivore AP Chicken Seasoning
1 tsp Salt Buns
Fresh chopped lettuce
HVR Smokehouse Style Secret Sauce

kita roberts influencerKita Roberts
@girlcarnivore

recipe highlight hidden valley burger

Recipe Highlight 

INGREDIENTS

1 lb chicken breast
3 egg whites
1 tsp water
1 cup flour
1 tsp baking powder
4 tbsp Derek Wolf Nashville Hot Chicken
2 tbsp GirlCarnivore AP Chicken Seasoning
1 tsp Salt Buns
Fresh chopped lettuce
HVR Smokehouse Style Secret Sauce

kita roberts influencerKita Roberts
@girlcarnivore

Instagram Story Performance

@Eatingwitherica’s story content garnered the most interactions with a 13.03% engagement rate and 3.01% click-through rate. Additionally, @Uptoclaudia value added two additional Instagram Story Frames, further promoting the Hidden Valley Ranch Secret Sauce.

erica influencer avatar

Erica
@eatingwitherica

44K+
Followers

diana chen influencer avatar

Claudia
@uptoclaudia

124K
Followers

kasim influencer avatar

Kasim
@kasimjhardaway

42K+
Followers

12

FRAMES

640K+

TOTAL FOLLOWERS

30K+

TOTAL IMPRESSIONS

657

ORGANIC ENGAGEMENTS

12

FRAMES

640K+

TOTAL FOLLOWERS

30K+

TOTAL IMPRESSIONS

657

ORGANIC ENGAGEMENTS

Instagram Story Hidden Valley Ranch Dip
Instagram Story Hidden Valley Ranch Dip
Instagram Story Hidden Valley Ranch Dip Gameday

Pinterest Photo Performance

Influencers shared their in-feed Instagram content to their Pinterest or Twitter channel, increasing the campaign’s overall reach, Pinterest posts are great evergreen content because once content is repined, the algorithm continues to increase visibility over time.

six sisters stuff influencer

Six Sisters’ Stuff
@SixSistersStuff

1M
Followers

Lakita Influencer

Lakita Anderson
@simplylakita

2.9K+
Followers

Kita Roberts Influencer

Kita Roberts
@girlcarnivore

2.5K+
Followers

Pinterest Photo burger fries pickles hidden valley sauce
Pinterest Photo burger fries pickles hidden valley ranch dips snacks
Pinterest Photo wings hidden valley sauce

12

POSTS

1.8M+

TOTAL FOLLOWERS

1.1M+

TOTAL IMPRESSIONS

6.7K+

TOTAL CLICKS

12

POSTS

1.8M+

TOTAL FOLLOWERS

1.1M+

TOTAL IMPRESSIONS

6.7K+

TOTAL CLICKS

Pinterest Story Performance

Four influencers posted 6-7 frame Pinterest Story content, with Six Sisters’ Stuff value adding an extra story. Unlike other platforms, Story content on Pinterest does not disappear after 24 hours, increasing the overall lifespan of the sponsored content.

shruthi influencer

Shruthi
@thehonestShruth

1.6K+
Followers

Julie influencer

Julie
@julieseats

2.9K+
Followers

rachael influencer

Rachael
@ezpzmealz

2.5K+
Followers

4

POSTS

1.8M+

TOTAL FOLLOWERS

6.83K+

TOTAL IMPRESSIONS

6.8K+

PIN CLICKS

4

POSTS

1.8M+

TOTAL FOLLOWERS

6.83K+

TOTAL IMPRESSIONS

6.8K+

PIN CLICKS

Positive Purchase Intent

Looking at the positive purchase intent from these posts, we can see that the influencer’s audience is engaged with the content and moving lower in the funnel.

positive purchase intent comments hidden valley

Overall Campaign Performance

The campaign performed strongly for the food CPG industry, exceeding our organic benchmarks across the board.

40

CONTENT PIECES

14

INFLUENCERS

44K+

TOTAL CLICKS

6.2M+

IMPRESSIONS

40

CONTENT PIECES

14

INFLUENCERS

44K+

TOTAL CLICKS

6.2M+

IMPRESSIONS

IZEAx Unity Suite was used by IZEA’s managed services team to manage the Hidden Valley campaign. Features used to run the campaign include: Discover, Engage, Create, Transact, Distribute, and Measure.

Talk with our influencer marketing experts.