Salty Swap
2023
Diamond Crystal Salt
Our Work
Brand Experience
The Project
Overview
During the 2023 holiday season, Diamond Crystal Salt launched their brand-new Baking Salt. To promote the product, Konnect partnered with actress, recipe creator, and cookbook author Tiffani Thiessen for an exclusive cookie-baking event for media and influencers.
The Data
Results
6
Pieces of Published Organic Content
8.6M
TikTok Potential Reach
4.4M
IG Potential Reach
117
IG Stories Organically Shared
25+
Influencer and Media Attendees
15
Published Press Placements
Conclusions
Final Reflections
Featuring a recipe from her new cookbook and highlighting the brand’s salt, this collaboration celebrated the joy of baking, combining Thiessen’s expertise with Diamond Crystal Salt for a flavorful, hands-on experience. Konnect also brought in additional brand partners, including Our Place and King Arthur, to further amplify reach and awareness through social content, collaborative posts, and giveaways.
Salty Swap