Create a national brand launch for a new brand, with no awareness, in a crowded Greek yogurt market with a budget of less than 1 million. Total yogurt category advertising spend across TV, print, digital advertising and promotions was $274 MM, so effective media strategies to drive awareness and sales to fuel category share growth were vital.
Solution
To drive awareness at shelf and across media challenges, we utilized a borrowed media strategy, tapping Olympic gold medalist Gabby Douglas to promote fitness benefits. To engage consumers, we deployed the “Take the Yopa! Challenge – Like it & Win! Sweepstakes. A 6-week promotion campaign across in-store, at-home, social, mobile, digital and events. Backed by the “Like it or it’s Free. Risk-Free Guarantee.” We designed website & social media to aid education as a shopper tool, featuring promotions and distributing coupons. We engaged social ads, Twitter Parties and other social events to foster community growth.
Outcome
6-week promotion took Yopa! from zero to 8% share of Greek Yogurt Category.
Sweepstakes drove high level engagement with 32,000 unique entries.
Twitter Party elevated brand awareness and drove sweepstakes reaching 887,000 people on Twitter alone, commanding share of voice trending #1 in US and #3 globally.
Yopa’s SEO optimization aided organic search traffic for the site, going from 0 to 42,000 unique visitors per month. Agency won the Gold Reggie for New Product Launch—the Shopper Marketing industry’s leading award show.
