Campaign: ‘The Juice'
PR Team: Internal, Ogilvy PR Worldwide
Launch: May 13
Objective: Looking for a new way to listen to and engage consumers online, while also complementing the March launch of PepsiCo's new lower-calorie orange juice ‘Trop50,' the PR team developed an online community on BlogHer called ‘The Juice.' As a brand, Trop50 “wanted to create an experience for women that was valuable to people, not just market to people,” said John Bell, MD of Ogilvy's 360 digital influence group. That goal also aligned with the product's mission. Bell notes that like the Trop50 product, which contains 50% less calories and sugar, ‘The Juice' is focused on providing women “more of what [they] want, and less of what [they] don't.”
Idea: The social network for women focuses on topics such as health and wellness, friendship, and time management. It features discussion boards, polls, contests, and weekly video webisodes hosted by BlogHer cofounder Jory Des Jardins.
“Living in this social media space, giving our target consumers a meaningful experience where they can exchange tips is a way to do that,” said Jamie Stein, director of communications for Tropicana. Members of ‘The Juice' will control and drive the conversation and topics discussed. Stein also hopes the network will help provide consumer feedback about Tropicana products. Stein adds that the brand partnered with BlogHer because of its broad reach as one of the leading online social communities for women, and more particularly, the high number of influencers who belong to it.
Tools: To promote the network, the team is using digital channels such as Twitter, Facebook, and YouTube, along with media relations with print and online outlets that reach the target demographic of women ages 25 through 44. Tropicana also hopes word of mouth will play a large role in growing the community.
Measurement: Success will be measured by membership and time spent on site, as well as contest participation, coupon click-throughs, user submissions of content, and positive word of mouth both on the network and elsewhere on the Web.