They Asked for 10,000 Entries. We Delivered 22,043.

2.2x the stated goal. $0.18 CPC on a $4,000 budget. 287,896 people reached in 31 days.

Williams Back-to-School campaign ad — back

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Total Entries

vs 10,000 goal — 2.2x

Click-Through Rate

vs 0.89% industry avg

Cost Per Click

vs $0.28 industry avg

Paid Reach

on $4,000 budget

The Brief

Back to School, Back to Williams.

Williams Foods had a dual mission heading into Fall 2021: drive consumer engagement through a back-to-school themed campaign, and announce that Williams Chili Seasoning had landed in Walmart stores nationwide. The back-to-school season is a natural fit for Williams — families are back at the dinner table, school lunches need to be packed, and weeknight meals become a routine again.

The entry goal coming in was 10,000 total submissions. Beast took that number as the floor, not the ceiling.

The Opportunity

Most CPG back-to-school campaigns follow the same playbook: feature a kid, push a coupon. Beast saw an opening to do something more engaging — ask consumers which food they wanted Williams to "Williamize." That question transformed a passive sweepstakes into an interactive brand conversation and gave Williams valuable product insight simultaneously.

Campaign Creative

Spin to Win. Williamize Your Food.

The creative leaned into the back-to-school energy with a bold, playful aesthetic — a Spin to Win mechanic paired with the "Williamize Your Food" sweepstakes concept. Eye-catching color and a clear prize hook made these impossible to scroll past.

The Idea

Williamize Your Food. And Tell Us What That Means to You.

The Concept

"Williamize Your Food!" — participants submitted their favorite homemade back-to-school food or snack for a chance to have Williams create and name a recipe after them, permanently featured on the Williams website. This mechanic was inherently personal, shareable, and promised something meaningful beyond gift cards: your recipe, your name, on a nationally distributed brand's website forever.

The Prize Structure

Tiered prizes made the sweepstakes feel premium on a lean budget. 1st: $500 Walmart gift card + back-to-school kit + Williams gift box. 2nd: $200 Walmart gift card + kit + gift box. 3rd: $100 Walmart gift card + kit + gift box. Plus: the top 3 winners' submitted food ideas were developed into real "Williamized" recipes — named after the winners and featured on Williams' website and social media.

Entry Mechanic & Data Capture

Landing page at bringhomethew.com captured name, email, ZIP code, and their favorite food to "Williamize." Every entry built the first-party database. ZIP code data mapped consumer density geographically — intelligence Williams could use for retail expansion planning, targeted email follow-up by region, and future campaign geo-targeting.

Paid Social Strategy

Beast ran Facebook as the primary channel with Instagram secondary, targeting Williams' core demographic (women 35–65). The $4,000 budget was deployed across the full 31-day campaign with real-time optimization. Mobile delivery drove the bulk of performance: 93.6% of paid reach and 94.2% of paid link clicks came from mobile users.

Winners

1stAlisha W., Minnesota—Graham Crackers

2ndMaritza G., Oklahoma—Enchiladas

3rdLeticia M., Georgia—Sandwich & Chex Mix

Mobile Creative

Built for the Scroll. Made for Mobile.

93.6% of paid reach came from mobile placements. Beast built story-format ads that met Williams fans in the feed with bold, eye-catching creative that made the sweepstakes impossible to scroll past.

Williams BTS mobile story — Williamize Your Food notebook

Williams BTS mobile story — Blue school supplies

Williams BTS mobile story — Chalkboard lunchbox

The Results

$4,000. 287,896 People. 22,043 Entries.

Williams BTS Campaign Results
Metric	Result	vs Benchmark
Total Entries	22,043	2.2x over 10,000 goal
CTR	3.89%	4.4x industry avg
CPC	$0.18	36% lower than avg
Paid Reach	287,896	—
Paid Impressions	567,243	—
Paid Link Clicks	22,065	—
New FB Page Likes	268	—

What Happened Next

The data captured in this campaign — geographic distribution, demographic profile, engagement behavior — fed directly into the strategy for the Williams All-Stars March Madness 2022 campaign, which generated another 13,660 entries. Each campaign built on the last. Each database grew.