Integrated Digital Marketing

Summary

Dairy Farmers of Wisconsin came to Overdrive to help them launch the largest cheese platform in the world by elevating perception and awareness for Wisconsin Cheese.

Marketing Plan Development
Customer Journey Mapping
Digital Media Management
Digital Advertising
Paid Social
Programmatic Video Advertising
Paid Search Management (SEM)
Social Media Management
Blog Content Creation
Search Engine Optimization (SEO)
Conversion Rate Optimization
Unified Dashboard & Analytics

Marketing Plan Development

Overdrive developed a plan for DFW and Wisconsin Cheese to take brand ownership of artisan cheese in key consumer moments and plots of digital real estate.

Plan Development Elements Included:

Goals and objectives
Target audience
MarTech audit
Content audit
Customer Journey Mapping
Media plan (Display, video, SEM, Social)
Search Engine Optimization plan
Organic Social Media Marketing
Content development
Creative requirement
Tracking and reporting requirements

The Cheese Lover Customer Journey

Overdrive planned and wireframed Wisconsin Cheese’s end-to-end customer journey from the first ad impression to the last landing page, and built all its required components in one shot.

Digital Media Management

Overdrive developed a comprehensive media plan that identified high-value site direct media properties as well as a programmatic approach. This ensured Wisconsin Cheese’s presence around key content as well as based on user intent.

Paid Search

Overdrive utilized paid search campaigns to drive targeted traffic for the Cheese Enthusiast’s customer demographic in their holiday gift campaign and drove hyper-localized geo-targeted foot traffic to DFW’s booth at the Gulfood International Awards Show.

Display Ad Creative

Overdrive created highly visual recipe and brand awareness ads, driving traffic to highly engaging landing pages with multiple engagement opportunities.

Paid Social Creative

Overdrive developed paid social ads infusing cheese lovers’ newsfeeds with key brand messaging that highlighted recipes, pairing ideas, and cheese varieties, encouraging social sharing and increasing traffic to the Wisconsin Cheese site.

Video Animation Creation

Reach for the digital and social ads was extended with the creation of animated videos and HTML 5 banners.

High Engagement Landing Pages

Engagement-focused landing pages were created to drive action and appeal to the different target audience segments.

eCommerce Campaign – Gift Basket

Overdrive and DFW created a seasonal campaign to drive to an eCommerce landing page promoting Wisconsin Cheese gift baskets from cheesemakers and sellers.

Campaign elements included:

GDN static banners
Social paid static and animated ads
HTML 5 banners
eCommerce landing page
Paid search advertising

Geo-Targeted Event Campaign – Gulfood

Geo-specific event display and paid search ads were created to drive awareness and foot traffic to the Wisconsin Cheese booth at the tradeshow event.

Social Media Management

Overdrive managed Wisconsin Cheese’s social profiles, increasing brand awareness and generating meaningful engagements through strategic posting, boosting, and conversations with fans.

Social Media Chatter Encouragement

Overdrive’s social media program was designed to get consumers to express their love of Wisconsin Cheese through the posting of positive comments and sharing.

Blog Post Creation

Overdrive created over 100 blog posts that conformed to the tonality and SEO requirements of the organization. These blog posts also greatly increased the volume of organic traffic from our SEO efforts.

Whitehat SEO

Overdrive assessed DFW and Wisconsin Cheese’s online natural search presence for all major search engines, using our findings to improve search rankings, natural site traffic, and lead flow.

Content Development
Meta Tag Development
Keyword Deployment  & Interlinking
Call-to-Action Integration
Company-Wide Trainings
Overall Site Health Assessments
Blog & Site Assessments
Code Compliance
XML Sitemap
Keyword Level Rank &  Competitive Tracking

Success!

Overdrive helped DFW create the largest cheese platform on earth, creating hundreds of millions of impressions, video views, and cheese lover engagements.