Objective: UPumpItUp.com is a Kraft cause initiative for the Crystal Light brand. The goal is to become the definitive social networking site geared to women. As opposed to the usual territory of fitness or beauty, this site will focus on women's pursuit of balance. It will also challenge them to pursue personal goals on their own terms, with the help of lifestyle experts like actress Mandy Moore.
Idea: With minimal branding, uPumpItUp.com is an effort by Crystal Light to reach women by subtly connecting the brand with personal-wellness pursuits. This effort began in response to internal research that found three out of four women felt they lacked balance, while nine out of ten went to the Web to find information on health. "We wanted to create a community where women could take action based on support from other women, and also provide tools and experts to support their success," said Tim Hanlon, executive VP at Aspen, Crystal Light's AOR. "Nothing is for sale here."
Tools: Hanlon said promotion would occur through "steady drum beat[s], as on a political campaign," with press pushes centered on challenges. For example, the "Fit Step Up Challenge" will partner students at the Fashion Institute of Technology with at-risk children to design clothes, which will be unveiled at Fashion Week in September, in conjunction with the Step Up Women's Network and style expert Bobbie Thomas. The platform will also be marketed by promotions surrounding personal efforts of experts, such as social expert Erika Lenkert's pregnancy book and radio tour.
Measurement: "This effort is not based on numbers, but quality," Hanlon said, who emphasized that beyond member growth or site hits, the company is looking to measure success by the reactions of participating women, not metrics.
PR Team: Aspen Marketing Services
Launch: February 18