• CLIENT:

    Snapple

  • CATEGORY:

    Social Media

Snapple –
Influencer Outreach

Snapple has produced teas and juices since 1972. Known for its witty Snapple Facts, interesting flavors and being made from “the best stuff on earth,” the brand has maintained an almost cult-like following throughout the years amongst flavor seekers and celebrities alike.

Snapple –
Influencer Outreach

Snapple has produced teas and juices since 1972. Known for its witty Snapple Facts, interesting flavors and being made from “the best stuff on earth,” the brand has maintained an almost cult-like following throughout the years amongst flavor seekers and celebrities alike.

THE PROBLEM

Snapple is severely outspent by its competitors in all paid media channels, in some cases as much as 5 to 1, which makes breaking through in today’s media environment especially challenging.

THE PROBLEM

Snapple is severely outspent by its competitors in all paid media channels, in some cases as much as 5 to 1, which makes breaking through in today’s media environment especially challenging.

THE SOLUTION

Recognizing that Snapple enjoys a long-standing and loyal social following, we looked to combat the disparity in paid media spend by leveraging passionate Snapple fans and influencers and increasing our earned media presence.

We identified three celebrity fans who often posted about Snapple in the past (Jenny McCarthy, Donnie Wahlberg and Kim Kardashian). As loyal Snapple drinkers, we wanted to show our appreciation for their support and created custom-designed packages and flavor names for each of them. A case of custom products were sent to them privately with no fanfare in the hopes that they would acknowledge their delight publicly on social media.

THE RESULTS

Within just days, Kardashian shared a video post with her millions of followers on Instagram.
The story quickly went viral and was picked up by several media outlets and featured on “The Tonight Show with Jimmy Fallon.”

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Households Viewed
Jimmy Fallon Segment

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Increase In Snapple
Sales During The Quarter

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