·Create and post content that not only re-energized our existing fan-base, but attracted new fans to the brand across our social channels

·Carve out a unique visual identity that would modernize an old brand and stand from a torrent of competitive content

·Develop a process for creating content that brought fans inside the brand, and communicated just as much about what the brand stands for as the content itself

The biggest challenge was cutting through the clutter of consumer-generated and branded baking-related social content on social media. Our approach gave us something ownable that really stood out from the crowd.

And so, we created digital content from scratch: from eggs, flour, sugar, and of course, delicious Toll House Chocolate. Because we all know that nothing beats real, homemade, fresh.

Our audiences on Facebook, Pinterest and Instagram receive a stream of provocative and inspiring baking ideas that show how relevant baking is to today's world. It's baking with love--made more inclusive, less fussy, more energetic, less about following the rules, and more about expressing yourself.

Our stream includes witty, inspiring sayings that we call Bakerisms; short, visually-driven recipes called Quick Bites; and timely infographics made of baked goods called Bake-o-Graphics.

ACQUISITION: On Facebook, likes grew 140% and shares increased by 60% in November/December 2013 vs. the previous 2 months.

REACH: Organically, total reach grew 4% in November/December 2013 vs. the previous 2 months.

ENGAGEMENT: Toll House is category leader in Facebook engagement. (0.63% vs. 0.34 competitive average)

USAGE: The people we connected with via social, went on to bake. In 2013, the Pinterest page alone referred 780k visitors to the brand’s Very Best Baking website.

ADVOCACY: Our Facebook content received 71,810 shares in 2013, with the “smooth it over chocolate velvet pie!” post receiving over 20k shares.