Nina Roy
Member Company: CloudRaker
Member website: www.cloudraker.com
Client: Natrel
Project link: Click here
Member website: www.cloudraker.com
Client: Natrel
Project link: Click here
PROJECT DESCRIPTION
Despite its limited exposure during the year, eggnog represents an incredible opportunity to engage consumers because people who love it, love it a lot, and those who don’t really, really don’t. In order to spark a debate, we wanted to attract the attention of diehard eggnog fans and critics alike. So we targeted very active eggnog communities and enlisted them to change Nina’s mind with a recipe, tip or general enthusiasm about the seasonal drink.
Nina Roy hates Christmas but she hates eggnog even more. Since we suspected that Natrel fans would either sympathize with her or try to change her mind, we decided to hand over Natrel’s Facebook page to Nina for the entire month of December. Fan acquisition on Natrel’s social channels and, most importantly, ownership of the eggnog conversation.
RESULTS
Having reached over 9 million people, the association between eggnog and Natrel was a success. The campaign helped increase Natrel’s Facebook following by 39% and contributed to a 20% bump in the number of comments across all social platforms, thereby boosting overall brand health.
This Showcase was originally featured on The SoDA Report (Vol.1 2014). Click here to download the full report or visit SoDA's website.
