Situation: Thanksgiving is a stressful time of year for cooks of all levels. We knew from Plainville Farms’ website analytics that there was a significant boost in online searches for information and recipes. We wanted to take advantage of this high search time to create a relationship with consumers during November’s SOS season that that would also help position the brand throughout the year.
Approach: To the rescue came our new Thanksgiving Central website, which included recipes, menus, planning calendars and technique videos. In addition to writing it with organic search in mind, we also supported it through advertising and social channels.
Outcome: Traffic was up 223% in November and organic was up about 160% (Following months continue to be in triple digits). This approach proved so successful we have since launched other mini-sites based on our analysis of search combined with the brand’s product offerings.