Creative Execution
We partnered with Yahoo! using their influencers to develop 96 pieces of intriguing and educational unbranded native content about why nutritionists were touting it as the next big super food. For the first time ever, Yahoo opened up their homepage “Today Module” where our content appeared within the top 5 articles of their “Top Trending” topics section.
Articles, galleries, infographics and videos from credentialed dieticians and nutritionists built the superfood story and the role of HGH in physical development, skin & brain cell rejuvenation targeting athletes with performance related content, women with beauty/skin rejuvenation related content and parents with child development related content.
Our native content strategy worked! A pre and post campaign research indicates:
o Our content received more than 10MM page views from over 1MM unique users
o California Garden sales grew by 10%
o Brand awareness increased from 89% to 91%
o Consumption of fava beans more than once a week increased by 20%
o 100% of respondents understood that fava beans are rich in essential nutrients
In under 6 months, we opened the market to three new segments and broke out of the ‘weekend family breakfast’ only consumption occasion to a super food that captivated everyone, every day.
California Garden is the leader in the canned foul (fava beans) category with 60% market share. Foul, an unremarkable weekend breakfast food for most Arabs, had been often relegated to the back of kitchen shelves.
So how do you grow sales?
The answer was in growing the entire category by changing an age-old perception and turning foul into the latest trend in town.
Foul has all the benefits of other beans, but we had to unearth the one thing that made it special. So, we put on our lab coats and EUREKA! We discovered foul was the only edible source of L-Dopa, an amino acid that accelerates the production of human growth hormone (HGH). In other words, our fountain of youth was sitting right in our very own kitchen.
Our strategy was there: Break the story and watch our sales soar! For credibility and impact we needed the right partner.
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