Grasshopper Rebrands…with Chocolate Grasshoppers
Grasshopper was founded in 2003 as GotVMail, a virtual phone system that serviced tens of thousands of entrepreneurs across North America. Their rebranding not only had to have wide exposure, but they also wanted it to inspire their customers.
5,000 Influencers & Chocolate Covered Grasshoppers
Grasshopper did not have a big budget (notice they didn’t hire an agency). So they compiled a list of the top 5,000 and created a direct mail piece that was sure to get people talking. Each influencer received a small bag that played into the risk-taking nature of an entrepreneur and the new brand. Hence, chocolate covered grasshoppers.
The packages ($9.46 each) were sent out. Each had a tag leading the recipient to an online video made to inspire entrepreneurs. Before long, word got out.
The Results:
1. Up to 8,000 video views per day at its peak.
2. Recognition from major influencers such as Guy Kawasaki and Kevin Rose on Twitter, reaching over 875,000 of their combined followers.
3. Hundreds of unsolicited videos and images of people eating the grasshoppers.
4. Two news anchors ate the grasshoppers on air…yum.
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This campaign won a Bronze WOMMY in the Momentum category for 2009. Do you have a case study that could rival it? Submit it today at: http://womma.org/WOMMY/
The Early Bird Deadline is Aug. 13
Martin Oetting 7:37 am on July 23, 2010 Permalink
But you’re not seriously adding follower numbers and calling that reach?
Pat McCarthy 8:07 am on July 23, 2010 Permalink
Good question. We are going off of the data submitted by Grasshopper for the WOMMY awards. It’s true that not all 875,000 combined followers saw the message. Of those that did, only a percentage truly absorbed the message. However, I think the accomplishment was more about grabbing the attention of two very large influencers.
Thanks for the comment!