Bullseye Strategy Delivers Hopping Success for PAAS Easter Eggs  with an Integrated Online Media Campaign

Bullseye Attracts More than 40,000 New Facebook Likes for PAAS Easter Eggs with
Retail Coupon Offer, Drives Brand Awareness and Digital Coupon Downloads

Fort Lauderdale, FL – April 24, 2013 – Bullseye Strategy, a digital marketing agency that delivers both strategy and implementation services, announced the completion of a successful digital marketing campaign for PAAS, a division of Signature Brands, and the leading Easter egg dye kit company for the past 130 years. This multi-channel digital campaign resulted in a 2,373% increase in Facebook likes in a 45 day period, resulting in over 40,000 new likes for PAAS, and a similar number of retail coupon downloads.

“We approached Bullseye Strategy to help us achieve our marketing and sales objectives and were immediately impressed with their ability to digest our needs and come up with creative concepts and a plan to help us quickly get to market before the Easter retail season began,” said Brittany Lacey, Brand Manager for PAAS, a Signature Brands division. “The team at Bullseye moved with speed and precision in getting us in market, optimizing our campaigns, and reporting results to our team.   Their understanding of the intricacies of online media and using it to drive to retail sales was critical to our hugely successful 2013 Easter campaign.”

“We’re excited about the success we were able to generate for PAAS during this Easter season. The results far exceeded client expectations and have laid the groundwork for an engaged and loyal fan base for future years,” said Maria Harrison, President and Co-Founder of Bullseye Strategy. “Signature Brands has a great opportunity to leverage this fan base for the PAAS product line as well as it’s other brands such as Betty Crocker, Sprinkles n grinsCake Mate and Pumpkin Masters. We look forward to continuing to serve Signature Brands.”

The campaign consisted of a three-pronged online campaign that included social media, contextually targeted advertising, and search engine marketing. The social media component of the campaign leveraged paid, earned and owned tactics to drive Facebook likes and retail printable coupon downloads. Through a strategic combination of well-crafted messaging bolstered in Promoted Posts and Sponsored Stories on Facebook, as well as quick pick up of the PAAS coupon offering in the blogosphere, Bullseye Strategy comfortably grew the PAAS Facebook page audience from ~1,000 at campaign launch to in excess of 41,000 likes and nearly 40,000 coupon downloads by the end of the 45 day campaign.

For the full PAAS case study, click here.

About Bullseye Strategy
Bullseye Strategy is an interactive marketing and partnership agency that helps companies harness the power of digital and emerging media to acquire new customers and grow their relationships with existing customers. We work with a wide array of clients from different industries including entertainment, technology, healthcare, consumer products, and e-commerce on business to consumer as well as business-to-business marketing initiatives.  We customize strategic, integrated digital marketing initiatives that may include Marketing Strategy, Media Planning & Buying, Social Media Marketing, Partnership Marketing, Email Marketing, Mobile Marketing, Search Engine Optimization, Search Engine Marketing and more. We take a holistic approach to marketing and believe every client has unique needs – there is no one-size fits all approach from our team. We believe in alignment with our clients and know that data tells the story.

Exceptional results are the constant – the path to get there is specifically tailored to meet each of our business partner’s unique goals.

About PAAS
PAAS has been helping Americans celebrate Easter for more than 130 years. Annually, Americans purchase more than 10 million PAAS Easter Egg Decorating Kits exclusively during the Easter season, and use them to decorate as many as 180 million eggs! Since the original dye kit was invented by PAAS founder William Townley in the 1800s, there are now more than 47 different Easter Egg Decorating kits in the PAAS line-up.

About Signature Brands
Signature Brands, LLC is America’s leading innovator of specialty and holiday decorating products and accessories. The portfolio includes Betty Crocker, under license from General Mills, and Cake Mate dessert decorating products, PAAS Easter egg colors, Pumpkin Masters pumpkin carving kits, Breyer’s Ice Cream Toppings (under license from Unilever) and Popcorn Expressions. For more information, please visit www.signaturebrands.com.


Bullseye Strategy
Maria Harrison

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