Company: Powerful Yogurt (Miami, FL)
Campaign: Powerful Yogurt product launch
Duration: February 15 – April 1
Budget: about $8,000
PR helped drive awareness and demand for Powerful Yogurt, a new Greek-style yogurt developed specifically for active men.
“Powerful Yogurt is different from existing Greek yogurt because it has more protein and a 50% larger serving size than the average single-serving yogurt,” explains marketing and communications manager Sarah Goldthwait. “Because it's a brand new product we needed to simultaneously build consumer awareness and grow our distribution, in turn driving product sales.”
When the product launched March 6, it was primarily distributed in New York, New Jersey, and Connecticut.
As a startup, the company didn't have the budget or distribution reach for a large-scale ad campaign. Goldthwait and her team relied on media and blogger relations, social media engagement, and a few product sampling events to drive awareness.
The yogurt officially launched at the Expo West natural product show in Anaheim, CA (March 6 to 9). Sampling events were also held at grocery stores and gyms that were carrying the product.
Media targets included national general consumer outlets, men's health and fitness outlets, food trades, and tri-state area outlets. Bloggers with large followings in the area, as well as bloggers focused on men's health and the food industry were also pitched.
Select consumer outlets and bloggers got samples upon request.
“[Messaging stressed] that Powerful Yogurt is a first-of-its-kind product designed for men that's creating a new segment within the rapidly expanding Greek yogurt category,” Goldthwait says. “Industry research shows 43% of men are eating yogurt in the US, compared to 68% of women. No dairy company has ever focused specifically on that male segment.”
Regular Facebook and Twitter posts included workout tips and information about protein's value in achieving health and fitness goals. Packaging and sampling event photos were also posted to Facebook and Instagram.
Sales were 25% above projections from March to June and Goldthwait reports the company is on target to exceed 2013 sales projections by 75%.
“If we were accepting all offers from new stores we'd be 233% ahead, but we prefer to manage growth and build sales at existing locations before another major round of expansion in 2014,” she adds.
Facebook likes increased 1,700% between January and June to about 3,200.
Nearly 400 stories ran between mid-February and March in outlets such as Today, CNN, Time, The Tonight Show, Men's Fitness, Grub Street, and Huffington Post.
Online video ads were released in early June. Goldthwait and her team continue to use direct outreach and media relations to drive industry credibility. Local media outreach is a priority in new markets including the South and the Midwest.