CHALLENGE

Happy Planet has been focused on creating a happier planet through feel-good food since the company was founded on a farm in 1994.  They wanted to bring attention to their ethically sourced superfood ingredients and the positive impact that their sourcing practices are having in the communities around the planet.  

Happy Planet knows their consumers care about what they put in their bodies and the impact on those around them.  Happy Planet wanted to develop a solution that connected loyal consumers with the social impact, encouraged the purchase of their products, while building the user-base and creating an online dialogue with their consumers to help share the message.  

Not having run a promotional campaign tied to packaging, they sought the guidance and help of the MRi team.  

CHALLENGE

Happy Planet has been focused on creating a happier planet through feel-good food since the company was founded on a farm in 1994.  They wanted to bring attention to their ethically sourced superfood ingredients and the positive impact that their sourcing practices are having in the communities around the planet.  

Happy Planet knows their consumers care about what they put in their bodies and the impact on those around them.  Happy Planet wanted to develop a solution that connected loyal consumers with the social impact, encouraged the purchase of their products, while building the user-base and creating an online dialogue with their consumers to help share the message.  

Not having run a promotional campaign tied to packaging, they sought the guidance and help of the MRi team.  

SOLUTION

Identifying the habits of their target audience, MRi developed a strategy to increase purchase frequency on the product by offering a once in a lifetime opportunity to join the Boabab harvest celebration and participate in Happy’s Planet’s “ethical sourcing.” To drive awareness, build brand equity, increase sales during a specific period, increase email list, and increase social engagement the MRi team created a digital sweepstakes and online instant win game. 

Guiding Happy Planet through the process, we helped to create promotional artwork that stood out on shelf, helped to identify prizing for their consumers, and reviewed social media messaging to support. In addition, the MRi team developed a consumer-facing microsite, managed the creation and delivery of the unique codes under the closures.

SOLUTION

Identifying the habits of their target audience, MRi developed a strategy to increase purchase frequency on the product by offering a once in a lifetime opportunity to join the Boabab harvest celebration and participate in Happy’s Planet’s “ethical sourcing.” To drive awareness, build brand equity, increase sales during a specific period, increase email list, and increase social engagement the MRi team created a digital sweepstakes and online instant win game. 

 

Guiding Happy Planet through the process, we helped to create promotional artwork that stood out on shelf, helped to identify prizing for their consumers, and reviewed social media messaging to support. In addition, the MRi team developed a consumer-facing microsite, managed the creation and delivery of the unique codes under the closures.

RESULTS

The program had an amazing effect on consumers: 

-66,000 PIN code entries

-82% increase in social traffic and clicks

-5,400+ emails collected for future marketing campaigns

-1,900+ shares on social media

-13,500 Unique users

-3 minutes – Average time spent on the promo site

-17.52% overall bounce rate on the program