Concept: Launch an out-of-the-box digital campaign to celebrate Daiya’s new cheezier than ever products
Objective: Get consumers excited for and talking about Daiya’s new and improved cheese products
Digital Campaign Index (DCI) Score: 281
Use Case: Photo Lab
The 80s were known for lots of “cheezy” things – acid wash jeans, mullets, leg warmers, and big bangs immediately come to mind. But can you say with completely confidence that any of these things were the cheeziest ever? Daiya, a dairy alternative food company, is looking to capitalize on these cheezy trends with their “Make Yourself Cheezier” Photo Lab campaign. The brand is asking consumers to make themselves cheezier using a digital photo booth for the chance to win a year’s worth of dairy-free cheese! Consumers can upload a picture and choose from a variety of frames, which include rocking a mullet or some Jane Fonda exercise gear.
A great campaign idea can only go so far without amazing creative backing it up. Daiya had a clear vision for this campaign and it was executed flawlessly by incorporating fun creative with the right technology to create a one-of-a-kind experience for their consumers. The Daiya team took a chance with a unique campaign concept, and based on the level of engagement and sharing their campaign has received, it is safe to say their consumers are eating it up.
DCI Score Overview: 281
Daiya has an involved and loyal fan base (they can count a few people here at Wyng as part of their lactose-intolerant fan group) and their “Make Yourself Cheezier” campaign is effectively tapping into their network of dairy-free loyalists, with an impressive DCI Score of 281. Their DCI is comprised of an Engagement Score (ES) of 309 and a Virality Score (VS) of 259.
The campaign has an above average DCI Score thanks to a few of our best practices including embedding the campaign on their website, creating multiple customized photo frames, and enabling multiple share options.
Check out more details on their mid-campaign Engagement Score (ES) and Virality Score (VS) below.
Engagement Score (ES): 309
Virality Score (VS): 259
Daiya didn’t just rest on a creative idea and the hope that their fans would find their “Make It Cheezier” campaign, they built off their engagement and virality success and invested resources to promote their campaign to ensure they reached the widest group and set their campaign up for continued success.
To learn more about Daiya’s “Make It Cheezier” photo contest and share your love for snacking on dairy-free night cheese, visit the campaign here.
Learn more about the Wyng Digital Campaign Index here.