Props to Parents Giveaway Earns an A+ in Visibility

Case Study: Dave's Killer Bread

Props to Parents Giveaway Earns an A+ in Visibility


With back-to-school season drawing more shoppers and their children into retail than nearly any other time of year, it was the perfect time to spike visibility for Dave’s Killer Bread’s new Organic Snack Bars.

    The Approach

    With a focus on Instagram and TikTok, team Maxwell launched the Props to Parents campaign, a giveaway to shout out all the moms and dads keeping it together during this busy time of year. Designed to engage both new and existing DKB fans, organic social posts and carefully selected influencer partnerships helped promote the bars and the giveaway, encouraging users to tag fellow parents deserving of recognition, rewarding them for all their efforts with a chance to win a stash of snack bars and a prepaid Visa card.

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    The Results

    The campaign exceeded expectations, with 20 winners selected and thousands of heartfelt shoutouts exchanged between parents.

    • Paid influencer reach surpassed targets by 300%.
    • Paid influencers exceeded audience reach goal by 20%.
    • Earned influencers exceeded reach target by 53%.
    • The giveaway contest entries surpassed goal by 190%.
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