When Sensient set out to promote their line of natural food colorings, they discovered that the food industry’s influential decision-makers weren’t so easy to reach. It was almost like they were busy running companies or something. To help get their message across, Sensient challenged us to find an innovative way to spread their complex message and influence the influential.
With such a difficult target group to hit, we knew that it would take a two-pronged approach to really get our message across. (1) We created the Color Insights blog to position Sensient as a thought leader in the natural color space. By highlighting the company’s range of color experts, we were able to spread our message while also bringing the authority that only a professional can provide.
(2) The second phase of our plan was to expand our reach through a focused campaign of Twitter posts, Linkedin posts and other digital marketing efforts. By carefully targeting influencers at food companies, we were able to drive the most important decision makers to content posted on the Color Insights blog. Through our combined efforts, Sensient has received a $20 return for every dollar spent on our digital marketing.