We created a scalable campaign to gain exposure and drive product trial. To maximize reach we focused on creating an experiential campaign that converted into a press-worthy story. The “Hansen’s Loves” campaign was a 6-week promotion that featured an online photo contest for people to submit photos of themselves in the city they love, with the product they love. Photos were uploaded to social media, where they were encouraged to share to get the most votes. An experiential street team spread the word in San Francisco, posting their locations throughout the day and uploading daily street team photos while engaging consumers with product samples.
Teens and young adult consumers have a desire to engage in meaningful ways with authentic brands. A strategic partnership with the National Gardening Association provided a relevant medium for teaching young people about urban gardening while aligning with the Hansen’s natural ingredients brand positioning.
Consumers in targeted markets were inspired to share their love of Hansen’s for a chance to win a $5,000 cash prize combined with a feel-good element of supporting educational gardens in elementary schools. Hansen’s added a 10¢ per vote donations via social media that translated to a $10,000 grant for San Francisco’s school garden program.