LALA USA
Case Study
“Show Us How You Go” Blogger Relations Campaign and Contest.
Situation Overview
LALA, the premier dairy products company in Latin America and a leading provider of drinkable dairy products in the U.S., launched LALA Greek smoothies in Spring/Summer 2015. The product debuted as the first nationally available drinkable Greek dairy product in the U.S. LALA desired awareness and trial specifically within the English-speaking mommy/parenting demographic.
Plan of Action
The Power Group developed a targeted campaign and contest to support LALA’s goal of reaching moms with interest in the product and buying power. The “Show Us How You Go” blogger contest was designed to take place over a 90-day period, drumming up social shares and publicity with special focus on key markets including Texas, the Northeast (New York and New Jersey specifically) and major hubs in the Midwest and West Coast.
Actions Taken
The contest highlighted the portability of the smoothies, asking a select group of bloggers to “show us how they go” – to a soccer game, yoga class or even just running from meeting to meeting. Participants were required to post a picture using the hashtags #Greek2Go and #LALAGreek. In exchange, they received a kit including on-brand fitness-themed swag including infusing water bottles, reusable grocery bags and a branded jump rope, along with product and nutritional information.
To up the ante on social sharing, blogger efforts were supported by a Facebook contest that ran in the last month of the campaign. Seven bloggers from across the U.S. were selected as finalists, and received gift cards to either Lululemon or Gymboree. The photos from their blog posts were featured on the LALA Facebook page, and fans were invited to vote to select the overall winner of the Show Us How You Go contest. The winner received a Visa gift card.
Outcome
In addition to securing more than 120,000 targeted impressions from influencers in LALA’s key markets, the Facebook contest reached 79,215 people, garnered 1,032 likes, 2,223 clicks, 19 shares and more than 45 comments. LALA’s Facebook page also gained 105 new page likes from the contest post. The contest was successful in highlighting the major selling points of LALA’s Greek smoothies – portability and nutrition. The bloggers’ creativity also showcased the product’s versatility, including it in recipes such smoothie bowls and parfaits; and with activities from running to roller derby.