As the #2 brand in the category, Smart Ones® wanted to increase household penetration and build loyalty to help close the gap with the market leader. To disrupt the category they wanted to turn their “Wipe the Slate Clean” philosophy of moving on from food setbacks into an actual consumer movement with a groundswell that delivered measurable results.
PureRED Princeton set the table for women to make better choices through the “Clean Slate Project” social hub, providing peer support, celebrating victories and featuring aggregated UGC from social channels as well as “confession booth” videos from the Clean Slate Kick Off Event in Times Square. We drove women to the hub through mobile app targeting, display ads, social ads and video, and kept them engaged and encouraged through a SMS and CRM program that positioned Smart Ones as their ongoing support buddy.
More than 20,000 women joined the Clean Slate movement at the social hub and helped generate 3.6MM+ total digital actions taken as part of the project – exceeding the client’s goals of 2MM by 80%. We delivered 6.6MM emails with a 35% open rate and a click-thru rate that was 80% over industry benchmarks. And our awareness-building display advertising and social ads earned 45.8MM+ impressions.
PureRED Princeton built a singular place for women to engage with the movement and get support, enter a sweepstakes, sign up for SMS or email (2k+ sign ups), and get inspired by other women’s stories though UGC aggregated from the brand’s social channels tagged #cleanyourslate.
A series of inspirational videos featuring real-life clean slate experiences gave women a sense of community and inspiration. Stories include content captured through a successful YouTube contest (with 1,900 entries) and on-the-spot confessions from the Times Square Event.
To drive awareness and traffic to the social hub, we created a variety of high-performing media tactics including Facebook, Twitter and YouTube ads and display ads including an interactive page takeover unit with video, delivering 4.41%CT – 5% above industry benchmarks.
PureRED Princeton helped drive awareness of the Times Square Kick-Off Event through emails and the social hub and captured “confession booth” videos that were used to create inspirational stories and a brand anthem video celebrating women’s fresh new start in making better choices.
