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Share Your Naked Truth

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Uploaded on Jan 6, 2011

Social Media Campaign

The Challenge:
NakedJuice.com's "News" page keeps consumers updated on its eco-efforts, but as a way to spread additional awareness and draw a greater following for the "Naked" lifestyle, the company turned to social networking. Naked Juice envisioned a social media campaign that would expand their Facebook fan base, build buzz around the beverages and ultimately generate sales. This once small juice company was now thinking big with promotional events as well as outdoor, print and online advertising to promote the campaign. Leading the social media portion, our challenge was using Facebook to support our current fans, engage newbies and allow consumers everywhere to be the voice of Naked Juice as it bares all to the world in this "Naked Truth" campaign.

The Solution:
Brand reps would be on college campuses offering juice samples and taking photos of students who shared their Naked Truths. Knowing that photos could only be accessed on Naked Juice's fan page, we developed a touchpoint on Facebook that leveraged this built-in audience. The "Naked Truth" project encouraged consumers to share something that's unique to them, such as an inspirational quote, crazy confession or personal goal. As an incentive to bare all, participants were entered for a chance to win an eco-adventure in the Costa Rican rain forest. As a way to facilitate future marketing efforts, our team devised the applications' sharing tool to collect users' data.

The Results:
With this project, success wasn't based on whether or not users drank Naked Juice. Simply visiting the Facebook page exposed them to the brand's philosophy for life and juice: be 100% natural. The Naked Truth campaign encouraged consumers to do the sameā€”drop the additives, take away the sugar coating and reveal something unique about their "naked" selves.

With multiple forms of advertising plus NakedJuice.com driving consumers to Facebook, there was a tremendous increase in social traffic and page activity. Data collected from the application's sharing tool revealed that within the first two days of its launch, 800 users had entered their "Naked Truths." After two months, activity soared to over 9,200 submissions and nearly 30,000 Facebook users became Naked Juice fans.

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