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Ball® Mason Jars’ Influencer Pop-Up Event

Client

Ball® Mason Jars

Campaign Goal

Driving Brand Awareness and Sales

$ K
Media Value
K
Link Clicks
Million
Impressions
*Due to API restrictions, metrics reflect only the influencer’s performance

Challenge

Ball® Mason Jars aren’t just your granny’s staple. Newell Brands – the iconic vessel’s parent company – knew that 30 percent of these jars are used for organization and DIY, an insight they wanted to build momentum around. In partnership with Domino magazine, the home décor & lifestyle publication, Ball®Mason Jars hosted a VIP event at the trendy Noelle hotel in Nashville to showcase the versatility of the containers. Everywhere Agency sourced Nashville-based, trendsetting influencers to attend and broaden the conversation around the Many Uses of Mason while also incentivizing purchases at Target locations with a coupon furnished by the Ibotta app

Solution

In addition to providing coverage of the exclusive VIP event, influencers Inspired their audience by showcasing how they spruce up this Southern staple. The influencers were able to illustrate their design aesthetic and innovative ways to put Ball® Mason Jars to work around their homes – from make-up brush organizing to customized succulent planters. Each influencer created Instagram posts that drove their audience to Target.com. They diversified the reach and style of their social media shares by also posting to Facebook and Pinterest – honing in on the how-to elements of their blog content.

Result

Not only did the influencers expand awareness for the Ball® Mason Jar brand as a versatile organization and décor tool among millennial women, they also drove over 5K clicks to the Target landing page. Despite leveraging no other forms of traditional advertising and PR tactics, sales of Ball Mason Jars at Target experienced a measurable (but confidential) lift. Beyond that, the campaign generated 2 million impressions, resulted in 81 photo assets, and the media value of the influencers’ efforts was valued at $49.6K, essentially double the cost of that portion of the campaign spend.

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