Educate parents about the importance of DHA in their children’s diets and drive trial for the brand’s Little Einsteins dairy product.
Implementation of Campaign
- An omnibus survey was conducted to determine the level of awareness U.S. parents had for the importance of omega-3 DHA to their toddler’s eye, brain and heart development. Results showed that 68% of American parents were not aware of the critical benefits of DHA in the development of children’s heart, brain and eyes. A comprehensive public relations program was created to educate parents about how fortified products make it easier for parents to get the nutrient into their children’s diets.
- Elizabeth Somer, a nationally-recognized Registered Dietitian was identified as a spokesperson who would resonate with moms and had the credentials to deliver the DHA message. Elizabeth participated in a Today Show segment, a 5-market media tour, and provided recipes, quotes and blog posts for various social platforms.
- An influencer outreach program was created by securing first-user moms in key markets who had children in the target age bracket. Influencers spread the brand messages through their social networks via coupons, sampling and giveaways at in-home events.
The brand exceeded projections by 22%, including a 74% increase in case sales. Public relations results included 138 million impressions, with more than 700 broadcast, print and online placements, including “Today Show” and “The View,” Reuters, Forbes, USA Today, Washington Post, CafeMom, ModernMom, as well as numerous regional morning shows.