The Search for the Greatest Cookie in the Cosmos

The Challenge

StoryPoint Group was looking for a way to highlight their vibrant communities, as well as their dedication to putting residents first and helping them shine every day. The company was challenged with the time of year, as the annual March Madness tournament was set to dominate news channels and social media feeds over the coming weeks.

The Solution

Rather than avoiding the popularity of March Madness, we decided to embrace and capitalize on it. Pulling inspiration from the popular basketball tournament, we created a bracket-style contest that pitted residents together to compete, But, instead of the best roundball team, the winner would produce the best cookie recipe.

As a result, Cookie Madness was born. Once the idea was approved, SSDM had three weeks to prepare and execute the plan. Gathering video files from various communities, we prepared a video to fuel the competitive fire on social media. Using client-captured video footage, SSDM created a series of short video ads to showcase not only the fun factor of Cookie Madness, but the overall resident-focused atmosphere of all StoryPoint Group communities.

With a custom website, cookbook, engaging video ads and creative digital marketing, SSDM built a brand campaign so delicious, people couldn’t pass up the chance to engage with StoryPoint Group.

Campaign Objectives

Utilizing innovative digital marketing strategies, we were tasked with specific campaign goals, including:

• Generate enthusiasm for the bake-off
• Foster healthy competition between communities in several states
• Focus on the importance of life enrichment activities for resident happiness and well-being
• Increase brand awareness
• Secure attendee for the Flour Four finale event

Target Audience

• Current brand engagers
• Engaged friends and family
• All residents, all communities

The Work Behind the Results

With just three weeks to design and launch the campaign, SSDM partnered closely with SPG to produce Cookie Madness branded elements, including a website, videos, social posts and more. Additionally, the team planned a finale event titled the Flour Four. To enhance the fun factor, a recipe book was created containing all the contest recipes and noting the prize winners. The Cookie Madness Cook Book was a huge hit.

Delivering Quality and Measurable Outcomes

SSDM worked closely with StoryPoint management to create a fun, competitive event that encouraged residents to bake their favorite recipes to enter in the Cookie Madness contest.