Latest Work
Learn about some of our recent work
A growing pellet grill/smoker company wanted MotG to increase awareness, intent to purchase and generate incremental sales.
Insight:
The MotG audience loves to see competitions between different equipment whilst cooking a variety of recipes. This gave way to the idea of “battles” and challenge based “give-aways”.
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The messaging was directed to people who want to grill and smoke food without have to tend the cooking. (improved technology)
Results:
Engagement rate: 9.3%
CTR: 8.2%
ROI: 5:1
ROAS: 13:1
Reach: 1.3MM
Span: 3.5 months
Targeting: Demo: M&F: 25 – 65+; Interests tested: Barbecue grill, Beef, Brisket, Grilling, Meat, Outdoor cooking, Outdoor Life, Pork ribs, Rib eye steak, Ribs (food), Smoked meat, Smoking (cooking), Steak, Cooking, Barbecue
Added 1,286 email opt-in
Results:
Engagement Rate: 7.2%
CPM delivered: $4.75
CTR: 6.3%
Impressions: 741K
Span: 8 weeks
Targeting:
Demo: M&F: 35 – 65+; 15 interests were tested
Surveys of consumers yielded important insights.
Look-alike audiences created for future campaigns.
Exceeded expected results by 64%
During the challenging season of 2020, Char-Broil, a major manufacturer of grilling and smoking equipment asked MotG to create an eight week campaign to improve the awareness and on-line sales for the innovative TRU-Infared Signature Series Grills.
Approach:
The major benefits of cooking equipment have to be demonstrated by a trustable person. Over the course of two months, MotG, created and published a series of recipes showing the juicy results that come from even cooking and the elimination of flare-ups. MotG used a proven audience targeting on demographics, interests and behaviors.
The CTA was to visit the products e-commerce site site.
Results:
~500 sets sold before airing,
100% attributable to MotG.
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Engagement Rate: 9.5%
CTR: 9.1%
Revenue: Approx. 500 sets sold before air-time on HSN @$39.95 = $19,975
Costs: $2,500
ROI: 8:1
ROAS: 66:1
Span: 5 days
Targeting: Demo: M&F: 25 – 65+
Interest: Cast Iron Cooking
A kitchen accessory manufacturer was going on the air with HSN on Black Friday, 2019 without any media support. MotG was asked to generate awareness for the sale with a 4 day FB campaign (YT, also). There was zero awareness of the product, beforehand.
Approach:
The patented handle to reduce pressure on the wrists is ideal for people who have meta-carpal syndrome or arthritis. However, social media marketing doesn’t permit a direct form of addressing the issue.
We focused on repeatedly demonstrating this feature, other ease of use and cleaning characteristics.
The CTA was to visit the HSN site.
