Goya Case Study

Goya’s engagement garnered nearly 3 times Dabbl's average engagement time during the holiday season, leading to increased sales.

Challenge

As a third-generation, family-owned business and the largest Hispanic-owned food company in the United States, Goya Foods prides itself on being the brand of choice and premier source for authentic Latin American cuisine.

During the important holiday season, Goya wanted to drive awareness of targeted products that would inspire consumers’ holiday entertaining menu planning and increase sales throughout this period.

Experience

Activities per experience, including Video, Trivia, This or That activities.

Goya launched an experience focused on consumer engagement with a variety of product and recipe ideas for holiday entertaining.

They asked consumers a variety of questions from menu item preferences to fun trivia, including one about coconut eggnog.

The brand also offered two engaging videos, featuring marinated olives, recipe ideas and coconut milk culinary inspirations.

To conclude the experience, Goya asked for consumers’ purchase intent.

Results

The Goya holiday experience proved to be highly engaging and very positively received. Consumers spent, on average, nearly 3 times the Dabbl average viewing videos, answering questions and interacting with trivia activities.

The two videos were well-liked by consumers.

An overwhelming majority of consumers said they were likely to plan their holiday entertaining menus using Goya products.

The Goya holiday experience also drove traffic to a holiday landing page, through which consumers could explore a variety of the featured products and holiday recipes.

In addition, the brand gained insights into consumers' product preferences via their recipe choices.

Following this successful engagement, Goya agreed to utilize Dabbl for another campaign in order to engage existing and prospective consumers.