Jeni’s State Fair
At the end of 2019, our marketing team came up with the concept for a state fair-themed flavor collection for summer 2020. We didn’t know that most state fairs in 2020 would be canceled due to COVID-19. To bring the Jeni’s State Fair to life via organic social, we invited people into this world by creating a virtual state fair experience on Instagram, as well as midway-style games, winnable prizes, and even a pie bake-off!
We took the State Fair map our Art + Design team created for the shipping insert for State Fair collection eComm orders and made it into a virtual Instagram tour.
We created separate Instagram accounts for each attraction on the map, including a Jeni’s State Fair account where people can always go to access the virtual tour.
Each Instagram account offered something new to people, such as a State Fair-themed Spotify playlist at the Brambleberry Bandstand or Frosé cocktail recipes at the Frosé Float.
We paired our virtual state fair launch post with a giveaway of our State Fair collection for the winner and a friend of their choosing.
We aimed to provide ways for people to engage with the Jeni’s State Fair by creating midway-style games that people could play via Instagram for a chance to win prizes (because everyone’s a winner at the fair).
As a way for people to bring the Jeni’s State Fair to life in their homes, we hosted a virtual pie bake-off and invited folks to participate by sharing their own pictures, recipes, and stories using #JenisBakeOff.
Results
Outside of collabs, State Fair was our most engaging campaign of the year:
3.13% average engagement rate
350% increase in IG comments
August – most engaging month
State Fair flavors sold out in 4 weeks