Goya increases online presence


Flightpath, a leading creative digital agency that helps brands forge consumer connections through strategic marketing initiatives, announced that it has successfully increased digital brand awareness for Goya Foods by providing counsel and execution of the brand’s integrated digital media approach. Goya, America’s largest Hispanic-owned food company, was founded in 1936 with a dedication to deliver high-quality foods and has since built on this commitment to excellence through its online presence, providing authentic Latino recipes and educating consumers on the diversity of Latin American cuisine.

Targeting this diverse consumer base has prompted Goya and Flightpath to develop a range of digital offerings, which include a comprehensive online recipe catalog and a mobile site with recipes, product details and interactive shopping lists for busy, on-the-go users. Over the course of the relationship, campaigns have included initiatives across web, mobile, social media, search engine optimization (SEO), search engine marketing (SEM), email and online advertising. These efforts have successfully personalized the consumer’s experience with Goya, enabling the brand to meet its goals of increasing brand visibility online and driving product sales.

Over the years, the multi-faceted initiative has included successful implementations of rich media, Facebook, Twitter and Pinterest, mobile optimization, promotions, contests, sweepstakes and email campaigns. In addition to seeing a significant increase in overall website traffic, Flightpath’s campaigns for Goya have yielded the following results for the brand, including:

  • 150,355 Facebook Fans
  • 8 million Twitter conversations about Goya in one month alone (measured from August 30, 2013 – September 30, 2013)
  • 188% increase in website traffic
  • 207% increase in organic traffic
  • 377% increase in newsletter subscriptions
  • 2,517 Pinterest Board Followers
  • Over 800,000 impressions on Pinterest in the last year

«Our campaign with Goya is an excellent example of how understanding a brand’s legacy can help to create emotional currency with the consumer,» said Jon Fox, President of Flightpath. «With Goya’s strong emphasis on recipe sharing and food photography, we were able to employ creative methods to get the brand in front of new consumers that have yet to fully embrace Latin American cuisine into their daily meals. Our work across social media alone significantly increased Goya’s online presence, with Pinterest being a significant driver of online traffic, and we couldn’t be happier with the results.»