Del Monte enlisted the help of Vibrant’s Content Curation services to bolster their seasonal content. Vibrant commissioned content partner, Scripted, to develop compelling content to enrich existing brand content and generate three pieces of original content: “Healthy Twists on a Holiday Classic”, “Top Ten Tips For Smart Holiday Entertaining” and an original green bean casserole recipe; each was developed exclusively for Del Monte. Vibrant suggested the popular Vibrant Mosaic format – a full-screen interactive presentation consisting of rich media tiles. The commissioned content was displayed throughout the unit; separating each of the Top Ten Tips into its own tile for maximum interaction. The engagement-focused format encouraged consumers to interact with Del Monte’s owned content without being forced to leave the page of editorial they were originally reading.
With the mosaic format providing the perfect platform for custom content marketing pieces, Del Monte was able to surpass their campaign objectives with ease. By presenting the brand as a Thanksgiving expert and content provider, Del Monte was able to greatly increase brand interaction and engagement as well as perception. The average dwell times within the unit were 153% over industry average at 14.7 seconds. Due to a massive increase in content article views, the average engagement rate on the Mosaic as a whole was 220% higher than average at 30.72%.