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!" invited participants to submit 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 to 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.