NEW YORK, July 21, 2016 /PRNewswire/ -- Meredith
Corporation (NYSE:MDP; www.meredith.com), the nation's
leading media and marketing company serving 102 million
unduplicated U.S. women, partnered with Cans Get You Cooking®, a
multi-year Can Manufacturers Institute (CMI) campaign, to develop
and distribute custom content to engage millions of consumers
across Meredith Digital's network of properties and social
channels. The three-month campaign combined online content and new
videos with organic social distribution, all highlighting the
benefits of canned foods, and driving increased consideration and
purchase of canned foods.
The campaign began with the ideation, creation and development
of an eight-episode recipe-based video series, "All Across the
Cantry." The videos provided mealtime inspiration for Meredith
viewers by showing the nutritional benefits of canned foods and how
they help create meal solutions and elevate meal preparation.
Meredith then distributed the videos across its large premium
portfolio of sites on desktop and mobile, including Parents,
Martha Stewart Living, Better Homes
and Gardens, EatingWell, and Allrecipes.com, as well as across
Meredith Digital's Engagement Video Network.
Meredith also leveraged its large social footprint of more than
60 million fans and followers across Facebook, Instagram and
Pinterest to drive organic video views across key social platforms.
Over the past year, Meredith has focused on building its social
footprint with consumers: Meredith's combined 60 million fans on
social media and 82 million consumers on its owned-and-operated
properties provided large-scale video distribution for CMI, helping
drive the brand's Key Performance Indicators.
The campaign drove deep engagement across channels, with more
than 21 million video views, 176,000 recipe page views, 1.428
million earned followers, and an average of nearly three minutes
spent with the content in a given session. Additionally, Meredith
Digital's Shopper Marketing solutions helped move consumers along
the path to purchase, inserting canned food products dynamically
within relevant recipes across Meredith Digital sites and
highlighting geo-targeted discounts and promotions for canned foods
at the grocery stores and retailers closest to each user.
Based on the initial campaign's success, Meredith and CMI have
decided to deepen their partnership and extend the campaign through
the Back-to-School season. The expanded program will incorporate a
robust influencer campaign featuring the Allrecipes Allstars,
Allrecipes' most trusted and followed cooks, as well as additional
shopper marketing and video initiatives.
"We know that a well-stocked pantry – or Cantry – can
serve to inspire mealtime solutions. And the lesser-known
nutritional benefits of canned foods can make a huge impact on
everyday mealtime challenges of American families. By partnering
with Meredith, we were able to share that story through compelling
video content that would not only resonate with Meredith's audience
and build awareness, but also drive consumers into stores to
purchase," said Sherrie Rosenblatt,
CMI Vice President, Marketing and Communications. "Combining our
content development and distribution strategies across social and
display through a unified partnership with Meredith allowed us to
reach and engage our target audience more effectively."
"CMI has been such a creative partner, providing us the
flexibility to craft a cross-platform content and video program
specifically designed to best engage the Meredith audience across
our owned-and-operated and social channels," said Marc Rothschild, Senior Vice President,
Meredith Digital. "We continue to
see companies rely on Meredith to provide complete solutions for
them that drive real business results."
ABOUT MEREDITH CORPORATION
Meredith Corporation (NYSE:
MDP; www.meredith.com) has been committed to service
journalism for more than 110 years. Today, Meredith uses multiple
distribution platforms - including broadcast television, print,
digital, mobile, tablets and video - to provide consumers with
content they desire and to deliver the messages of its advertising
and marketing partners.
Meredith's National Media Group reaches a multi-channel audience
of 220 million consumers monthly, including more than 102 million
unduplicated American women and over 75 percent of U.S. Millennial
women. Meredith is the leader in creating content across media
platforms in key consumer interest areas such as food, home,
parenthood and health through well-known brands such as Better
Homes and Gardens, Parents, Shape and
Allrecipes among others. The National Media Group features
robust brand licensing activities, including more than 3,000 SKUs
of branded products at 4,000 Walmart stores across the U.S.
Meredith Xcelerated Marketing (MXM) is a leader at developing and
delivering custom content and customer relationship marketing
programs for many of the world's top brands, including Kraft,
Lowe's and Chrysler.
Meredith's Local Media Group includes 17 owned or operated
television stations reaching 11 percent of U.S. households.
Meredith's portfolio is concentrated in large, fast-growing
markets, with seven stations in the nation's Top 25 - including
Atlanta, Phoenix, St.
Louis and Portland - and 13
in Top 50 markets. Meredith's stations produce approximately 650
hours of local news and entertainment content each week, and
operate leading local digital destinations.
ABOUT CANS GET YOU COOKING
The Can Manufacturers
Institute (CMI) is the national trade association of the metal and
composite can manufacturing industry and its suppliers in
the United States. The can
industry accounts for the annual domestic production of
approximately 124 billion food, beverage and other metal cans;
which employs more than 28,000 people with plants in 33 states,
Puerto Rico and American Samoa; and generates about
$17.8 billion in direct economic
activity. CMI members are committed to providing safe, nutritious
and refreshing canned food and beverages to consumers.
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SOURCE Meredith Corporation