This mainstream product lost its differentiator in the crowded nutrition bar space and was looking for a way to reconnect with its core audience. PowerBar was a legacy Tour De France sponsor, but the investment was showing diminishing returns. imre was asked to develop a campaign that introduced new products, connected with the endurance athlete and had them believing in the brand again.
Understanding cyclists put their bodies through the gauntlet informed the foundation of imre’s ‘Don’t Let You Stop You’ campaign, which integrated media relations, digital and social channels to drive users to a branded experience on PowerBar.com that featured the new products. The campaign featured PowerBar-powered messages to your body, focusing on the tools every athlete needs to push onward.
Through a sweepstakes, active online listening and creative ad units, we drove tremendous PowerBar engagement and sales during the periods before, during and after the Tour De France campaign, integrating into the event experience while widening the discussion online, far beyond the event. This campaign activated PowerBar’s Team Elite influencer program of 300+ athletes to help subsidize content and keep users engaged.
What We Did:
Content Strategy | Media Relations | Social & Digital | Sponsorship | UX & Technology | Video
In three weeks, we received more than 270,000 sweeps entries, average time on site was 9+ minutes and 60% of sweepstakes entries were new to PowerBar’s CRM database, giving access to new customers to cross-promote products and drive sales.