How does a cookie company stand out on the sweetest day of the year?
By executing a smart earned media strategy focused on storytelling and amplifying the brand’s love for the beloved dessert – the cookie.
Insomnia Cookies
National Cookie Day
National Cookie Day and the Ultimate Cookie Lover.
We helped the late-night bakery partner with one of its most loyal Insomniacs, the Ultimate Cookie Lover, to create the National Cookie Day cookie, providing cookie lovers with a new sweet treat to indulge in for a limited time only. Insomnia continued the celebration all weekend long with free cookies, delicious deals, and giveaways with its fellow Insomniacs.
In addition to engaging influencers and earning national consumer and trade media contacts, we targeted hyper-local cities within priority markets to secure cookie drops and generated 541.9M media impressions, totaling 286 total placements across print/online, broadcast and influencer shares. To make things even sweeter, Insomnia Cookies became the #1 trending topic on Google Trends on December 4, National Cookie Day.
