Case Study: America’s Test Kitchen increases social engagement and web traffic with Sprout Social

How Classic Culinary Brand America’s Test Kitchen Connects With New Consumers

America’s Test Kitchen is a long-established culinary publisher and TV producer (10+ cookbooks a year; a 17-season public TV show) with a membership/subscription business and a devoted core audience. The brand’s challenge was to connect with a younger, more digitally savvy cohort of home cooks and turn social engagement into measurable web memberships and ecommerce conversions.

Using Sprout Social’s analytics, tagging and publishing tools, ATK optimized Instagram as its primary youth-facing channel, refined hashtag and second-screen strategies (e.g., #atkgrams, #ATKseason17), and centralized campaign management across platforms. The results: a 103% YoY increase in Facebook impressions per post, a 31% YoY increase in Instagram engagement (including a 59% rise in comments), a 33% YoY lift in Tweet engagement, and a 1,208% increase in click-through rate to the website that helped drive cookbook sales.

America’s Test Kitchen

Claire Oliverson

Director of Social Media and Content Strategy