Vermont Nut Free (VNF) is a company that thrives on seasonality. With Halloween, the most candy-centric holiday on the calendar fast approaching, VNF asked Matter to help them gear up for the Halloween push. Their main goal was to reach an audience looking for “safe” (nut-free) Halloween candy to share with family, friends and trick-or-treaters.
Matter created multiple Halloween focused campaigns for traditional search and Google Display Network. True Search Strategy utilized generic and brand focused Halloween keywords and ads to capture an active search audience. Display campaigns leveraged Halloween imagery ads on select websites to capture a “passive” but qualified Halloween audience.
VNF saw an almost instantaneous boost in traffic, clicks, and conversions. Within a week, 13 sales were driven directly though the Halloween campaigns, as well as a 74% increase in overall sales indirectly driven to the site because of brand awareness.