By 2010, trans fat was widely known as a very unhealthy part of many foods. I Can’t Believe It’s Not Butter (ICBINB) changed its recipe to compete with competing brands that never had trans fat. However, negative head-to-head advertising had hurt their brand image.
Turn the Tub Around
A five-phase, year-long campaign was planned to improve ICBINB’s image as a healthy food choice. First, a TV commercial featuring Emmy Award-winning actress Megan Mullally singing an updated version of “Turn the Beat Around,” now “Turn the Tub Around.” Then focus groups with women aged 40 – 49 identified 5 key conversation points. Using the commercial and the conversation points, Zocalo Group identified and reached out to 30 influential food and nutrition bloggers and made an enticing offer – recreate the “Turn the Tub Around” commercial for a chance to have their version aired during the season nine premier of American Idol.
The incentive drove a flood of conversation. In the weeks leading up to American Idol’s premier episode, the bloggers pushed their entries through blog posts, tweets, in-person events and other media. Eight of the finalists were chosen to be in the compiled consumer generated commercial. After airing, the spot was clearly a hit, generating weeks of conversations.
Momentum was sustained by a 16-week promotion to choose the final winner. Votes were incentivized by instant prizes while the influential bloggers continued to drive attention to their versions. This opened a dialogue about nutrition that led to the final step.
Reach Right™, an educational program involving dozens of influencers, was aimed at educating consumers to Reach Right for better-for-you foods every time they opened the refrigerator. 10 top-tier influencers were invited to Unilever test kitchens to meet with brand ambassadors and learn how to do a Fridge Makeover. The effort sparked even more consumer-generated content.
The Results
To measure, Zocalo Group used the award-winning Digital Footprint Index (DFI), which focuses on sentiment, breadth, and frequency of online conversations.
1) The DFI increased 80%
2) 428,000+ entries in the online sweepstakes, 22% above the benchmark
3) 17.7 million Earned Digital Engagements – a metric used to measure online impressions across social media channels.
———-
Is your work this quality? Submit it to the WOMMY Awards – the only word of mouth focused award program. There are eight categories and no limitations on the number of submissions.
