IN COLLABORATION WITH:
At Large Films
SITE: Smoothie Matchmaker
Bob’s Red Mill needed to put real effort behind the marketing of their new product line of protein powders. The company offers hundreds of SKUs of existing products and a huge base of dedicated consumers, but this was its first foray into the highly competitive nutritional supplement market, and the company sought a way to capture consumer attention and imagination.
Our holistic strategy centered around creating a dynamic, engaging, and educational campaign that would bring the products to life and drive trial among new and existing Bob’s Red Mill consumers. The effort involved building an interactive site to house original video content, along with developing strategic partnerships to raise awareness of both the site and the new products.
Our website, which I named the “Smoothie Matchmaker,” featured a Julie Mooris, key influencer and a well-known chef and blogger, from the health and nutrition category. She developed for us a diverse suite of more than two dozen recipes that made use of the new protein powders. We then shot and produced minute-long, high quality videos featuring how-to’s for each recipe.
We utilized social media content to further drive engagement and push traffic to the site, and we developed a content advertising partnership with Yoga Journal, while also employing media relations, to raise additional awareness of the campaign and products.
While the campaign is currently still running and we haven’t yet received statistics for the website, we do know videos that the company has cross-shared on Facebook and Instagram have received more than 266,000 views just on those platforms. Our media relations efforts have generated more than 3 million impressions to-date.