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Published on Feb 7, 2012
Situation SGW was tasked with further developing the relationship between its client, Lonza, and Lonza's customer, NOW Foods. Historically, NOW has purchased Lonza's Carnipure™, a nutrition ingredient, for formulation into its consumer products such as drinks and supplements.
Action After a brief audit of NOW's social media efforts, SGW saw an opportunity to design and implement a consumer education program based on NOW's nutrition products that incorporate Carnipure™, concluding with a mountain bike giveaway at the end of the program. Therefore, the as consumers learned the numerous health benefits of Carnipure™, any resultant sales directly benefited NOW, while strengthening its relationship with Lonza; the true goal of the program.
An integrated four phase plan was designed to incorporate the following executions:
1. Develop an HTML email blast that drives recipients to the NOW Facebook page, promoting the contest, signups and Carnipure™. The blast would be distributed to a targeted list of opt-in consumers and health professionals.
2. Code, host and launch a custom HTML tab to house the contest on NOW's Facebook page. The contest provided information about NOW's products with Carnipure, as well as an entry form to sign up to win the mountain bike.
3. The program was supported and promoted by a series of creative and engaging status updates about the benefits of Carnipure and L-Carnitine. In advance, the Compass public relations team leveraged relationships with key industry publications and a radio personality to promote the contest through their own channels.
4. Design and program a page on NOW's own website, dedicated specifically to NOW's products with Carnipure™. After consumers enter the contest, they are driven to this final page where they can purchase the products.
Result NOW's existing Fan count had about 1800 Fans at the start of the giveaway, and by the end it had 4,389 Fans.