Bold Brand Ideas: This LTO’s juice was worth the squeeze
Belle client First Watch is reimagining your everyday LTO with their newest juice, Tropical Sunrise. The breakfast and brunch chain is executing a full-court PESO press to announce this spring menu item – creating memorable brand moments online and IRL.
The launch includes in-store experiences, like umbrella garnishes in the juice, and a secret giveaway printed on their menu. Customers are encouraged to scan the barcode for a special surprise: a chance to win a tropical getaway. The winner will get a 7-night stay in Anna Maria Island, Florida. In addition, more than 100 fans will win tropical swag – from totes and towels to coolers and Yeti® tumblers.
Simultaneously, First Watch is promoting the giveaway online with email, organic and paid social campaigns. They also tapped macro influencers to amplify awareness and attract new fans. The engagement speaks for itself.
To support that momentum, our team created a desktop-tasting escape for NYC media. We hand-delivered tropical inspired media kits and fresh-squeezed samples to writers at outlets like TODAY, The New York Times, The Rachael Ray Show and Forbes.
With thousands (and thousands) of giveaway entries, we think the creative juice was worth the squeeze.
Industry Insights: Is TikTok’s time running out?
TikTok’s potential ban is the elephant in the room that won’t leave. Just this week, Montana passed a bill that blocks app downloads.
Although the spotlight continues to shine, its infamy is not totally unique.
Other social platforms (looking at you, Twitter and Facebook) have faced security and social criticism from Congress and consumers alike. If history repeats itself, TikTok’s scrutiny will likely fade and the platforms’ usage will continue as normal.
While we’re not entirely convinced a nationwide ban will go through, it does underscore the importance of a multi-channel strategy. TikTok is the shiny and time-intensive new toy. Make sure you’re not neglecting other priority channels where your audience consumes information. Your social media strategy should prioritize between 2-4 channels.
Goals: How awareness campaigns measure up in a performance marketing world
Senior marketers are prioritizing performance-based marketing — perhaps more than ever before. Yet, 42% of marketers feel they don’t have the necessary data for decision making.
With a rumbling economy and financial uncertainty, the C-suite is leaning into ROI and moving further from vanity metrics. Even with strict attention to measurement, marketing budgets are at risk.
Historically, performance-based marketing applied to tactics where you pay for results, like sales, leads, or clicks. This term is now being umbrellaed over brand building tactics with upper funnel metrics, such as earned media and influencers.
Measuring the impact of awareness is critical and should be considered within the strategic planning phase of annual and short-term campaigns.
Especially with a looming recession, it’s more essential than ever that your C-suite understands the impact of campaigns tied to business goals. Identify your target audience segments, and prioritize the channels where your audiences are likely to ‘save’ content for future consideration. Tap your agency partners for the best systems and tools to qualify, engage, monitor and amplify media coverage secured, social analytics and influencer audience demographics.
Once the campaign is live, you can track share of voice (compared to competitors), public sentiment, SEO impact, website referrals, engagement rates and more.
PR and influencer relations have the ability to build meaningful awareness, brand affinity, and executive credibility through deeper storytelling. AdWeek said it best: “A recession is actually an ideal time to stand out as a leader in the crowded marketplace and tell the story of why your brand matters.”
For more awareness campaigns and performance marketing ideas, check out our latest blog on edutainment.
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