The holidays are the most wonderful time of year, but they’re also the most stressful. How could Ziploc reach moms during such a chaotic season?

Simple—be helpful. We built an online hub with Pinterest celebrity Joanna Hawley, featuring recipes, expert advice, and DIY projects that were then shared on Facebook and Pinterest. The campaign earned record engagement—and a total reach of 5.1 million!

The Holiday Collection made the season less stressful—and more stylish—one piece of content at a time. Ziploc gained a captive audience, and moms actually got to enjoy the most wonderful time of year.

The holiday hub was an instant success. The 2.5-month campaign generated 2x more engagements and 5x more content shares than all of 2013 combined. On Facebook, the campaign averaged an unprecedented engagement rate of 4.7%, earning over 200,000 likes, 35,000 content shares, 18,000 comments and 145,000 new Facebook fans.

In addition, we launched Ziploc’s first-ever Pinterest page to reach moms in an entirely new space. Within 2.5 months, Ziploc's Pinterest content had earned over 120,000 pins and repins, and the brand’s recipe board was included in a “Best Holiday Recipe boards” email curated and sent by Pinterest to all users.