The Bouqs: Upcycling with Oui Yoplait

Yoplait partnership with a lid peel-off jar sweepstakes. Giving away 10,000 fresh cut bouquets with upcycle messaging to reuse the yogurt jar as a vase. The project drove 18 press placements and 8.7MM impressions.

My Role
Integrated Marketing & Creative Strategy

Responsible for
Campaign Strategy, Content Strategy, Upcycle Messaging, In-House Content Production

Team
Collaborated with 2 cross-functional team Members:

1 Head of Content

1 Social Media Coordinator

Business Objective

At the time, the business was focused on 2 core initiatives. First, expanding new top of funnel leads within our target audience. Second, closing a new round of funding.

The primary goal for the campaign was to generate top-of-funnel impressions while generating positive PR our founder and CEO could reference in their fundraising efforts.

Project Goals

Our team was tasked with driving brand awareness, engagement, and sustainable messaging in a unique way to contribute towards both company goals.

Success would be measured by unique impressions & number of positive press placements.

Project Plan

We kicked off with a low fidelity end-to-end Project Plan to make sure we were hitting company goals, selecting the right partner, developing a position that would generate earned media, and measuring the right outcomes.

Partner Selection & Target Audience

We decided Oui Yoplait was the ideal target partner for the campaign. Oui is typically purchased by health-conscious individuals, predominantly women, aged 25-54, who value natural and wholesome food options. They are often seeking products that align with their wellness goals and are willing to invest in high-quality, premium offerings. Oui yogurt's unique distinctive glass jar packaging specifically caters to consumers who prioritize both taste and aesthetic appeal. Oui, oui!

Upcycle Messaging

Our approach to incorporate upcycling into our campaign strategy is not only great for the environment, but would also drive sustainable messaging, add interest among press outlets, and contribute to our broader objective of increasing brand awareness.

Measuring Success

Primary Goals

6MM impressions in first week
10 press placements

Secondary Goals

$10K in incremental sales from 20% off coupon redemption for participation
Email opt in rate target (not disclosed)
Analysis of new vs. existing customers using export of email address as unique identifier

In-House Creative

I took on the responsibility of producing the In-House creative, implementing a cost-saving measure for the campaign. Utilizing available resources within the company, I was able to produce high-quality content without the need for outsourcing to our agency or additional expenses.

Channel Mix

Paid Media Strategy (Adwords + Influencers)

We ran a small Google Adwords campaign to capture the increase in search volume. We did not significantly back this campaign paid ads. Our largest budget allocation went towards influencer partnerships. In this specific campaign we thought the authenticity of influencers would reach our target audience in a relatable way – given our goal was to drive higher levels of brand awareness, compared to traditional paid media mix.

We secured six influencer partnerships to amplify our campaign and boost impressions. By identifying influencers who aligned with our target audience and brand values, we orchestrated collaborations that generated widespread exposure.

Impact

17MM co-branded Oui jars in 8k stores nationwide