When you think of Ocean Spray, you think of cranberries; when you think of cranberries, you think of Thanksgiving.
Thanksgiving is primetime for Ocean Spray. As a company, they put an emphasis on their Thanksgiving campaign; each year trying to out do the previous.
In 2016, “A Family Affair” was created as a digital experience that highlights three Ocean Spray grower-owners and their Thanksgiving celebrations by virtually inviting users into their homes. Each family focuses on one course: appetizers, dinner, and dessert.
After the welcome screen, the microsite displays as a cross section between the three families and a short description of each, which when clicked, expands into a further detailed description.
A unique tone, look, and feel were developed for each family to give users a sense of authenticity, and once “entering” a family’s experience, a full table is displayed with hotspots linking to delicious recipes, how-to videos, and family heirlooms.
This microsite was developed for the 2016 Thanksgiving campaign and was used for 26 social media posts across multiple channels. Posts drove traffic back to the microsite or to the full recipe on OceanSpray.com, per client request. The 2016 campaign performed 3X better than the 2015 campaign across all digital KPIs.
See examples below of social media posts.
Julia Benoit 