Jam and pie fillings brand E.D. Smith is leveraging social media to augment consumer awareness and drum up excitement for its Easter campaign by asking baking enthusiasts to interact with recipes posted on Facebook and sign up for its mobile-optimized newsletter.

The brand, which is owned by Treehouse Foods, Inc., rolled out its second monthly campaign containing the ?Perfect Pie Prize Pack? sweepstakes, which is centered on the upcoming Easter holiday and E.D. Smith?s pie-filling products. E.D. Smith teamed up with engagement marketing platform Tagga to track the amount of consumers interacting from mobile versus other devices and measure engagement levels across social media channels and email.

?Over the last year, E.D. Smith, like many CPG brands, began investing in growing its community online as a cost effective means to better engage their consumer outside of costly shopper marketing and other traditional marketing programs,? said Jean-Guy Faubert, CEO of Tagga, Vancouver, Canada. ?The results have been amazing.

?E.D. Smith typically out-performs market incumbents on brand engagement across social channels. Thus, utilizing social media to leverage the influence of its existing fan base expand its community is a natural path for the brand,? he said.

?Finally, after running several cross-channel campaigns, E.D. Smith, has found that engagement typically happens with their customers while they are on-the-go! After-all, these are busy customers, mostly moms, that have a million things on their plate and use mobile to simplify their lives.?

Easter-themed campaign
E.D. Smith?s Easter-themed campaign is offering consumers the chance to win baking utensils as well as branded pie-filling products just in time for the holiday. The entire campaign is mobile-optimized, ensuring that users can interact with it while on-the-go via email, social media and the Web.

The adaptive campaign site features a landing page decorated with colorful Easter eggs, as well as more details on the available prize. To enter the sweepstakes, consumers must vote for their favorite of four listed Easter recipes, such as New York Style Cheesecake and French Lemon Tart.

When they scroll down, they will see an option to like the brand on Facebook, and input their email to enter the sweepstakes and receive the company newsletters.

?The campaign will impact all three stages of the marketing funnel: awareness, engagement and conversion,? Mr. Faubert said. ?We are already seeing stellar numbers just three days into the campaign.?

Consumer data
E.D. Smith will receive consumer data from Tagga?s platform once the campaign is complete, including the amount of consumers that interacted with the brand via mobile than other devices. Tagga captures users? consented information and develops 360-degree profiles of each consumer.

This will then help E.D. Smith identify how best to approach consumers with future campaigns, and deduce which channels should be segmented and why.

E.D. Smith and Tagga believe that the voting functionality is one feature that will likely resonate well with guests. The option, which is powered by Woobox, may also inspire customers to start planning their Easter recipes ahead of time ? perhaps with E.D. Smith?s products.

?Brand engagement is a powerful way to drive sales and grow community (for future sales),? Mr. Faubert said. ?It lets consumers connect with a brand and ?play? instead of being advertised at.

?Voting is a fun feature that lets people ?click? with the E.D. Smith brand and share their views.?

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York