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Marketing Objectives:
To increase sales of and shelf space for the Nestle Powerbar and Powerbar sub-brands, which had dramatically fallen due to the entry into the marketplace of multiple self-titled Low-Carb Bars and GNC stores.
Process:
GPR conducted online research and discovered that the majority of the low carb bars were in fact NOT low carb bars as they contained glycerin which turns to sugar in the body. Upon deeper reconnaissance, GPR found that the FDA had issued warning letters to the majority of the competing nutritional bar companies, which requested them to change their packaging to reflect the fact that they were indeed not low carb bars. From this information, GPR designed and executed an integrated online and offline Direct to Influencer (DTI) and Direct to Consumer (DTC) campaign over a 2 month period. Tactics included: (1) building of multiple consumer and influencer / resource micro-sites with viral collaterals including letters, information, and active links to the FDA warning letters; (2) acquisition of select databases including but not limited to: gym purchasing agents, personal trainers, yoga instructors, aikido masters, pilates instructors, modeling agency GMs, dietitians, nutritionists, and more; (3) customized word-of-mouth and grassroots messaging, creative and targeted distribution of posters, flyers, emails, message board moderator outreach, IMs and letters; and (5) pointing out to the targeted traditional press writers that there was buzz transpiring on boards / sites about this topic and it may be worth writing about.
Results:
A low level boycott of the competing bars insued by these key-influencers and consumers. The competing bars started to not sell as well and lost shelf space, which Powerbar reacquired. Sales increased exponentially. Articles started to appear about “how low car are the low carb bars” in “Time” and other magazines and traditional print obtaining major media coverage and an enormous ROI.
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