Along with MullenLowe PR and the creative team at another agency, we found that in the past year alone there had been 1.6M videos using #ThePerfectMimosa. Running with this insight, the AOR creative team created the Tropicana Mimosa Maker: a spritzer that easily screws onto the top of a single serve Tropicana OJ. As the social partner on Tropicana, we rolled out the organic social support for the Mimosa Maker launch. We focused on a lifestyle approach that performs best on social by using UGC to make the video feel genuine to the audience we're talking to, filming in a real kitchen on phones, shooting vertically for social, and using native audio on TikTok.
With two agencies and three teams working across this launch, we navigated our role as the organic social team to deliver best-in-class assets that out performed benchmark across platforms. We focused in particular on creating bespoke approaches per platform. On Instagram Stories, we used interactive polls and a countdown all within the IG UX; for in-feed IG, we posted another countdown using UX imagery to visually trigger that reminder response and we also posted our Reel; And on Twitter we aimed to grow conversation.
Post-Specific Results
IG Reel
16,280+ Views
8.9% Engagement Rate (+70% to benchmark)
16,280+ Views
8.9% Engagement Rate (+70% to benchmark)
IG Story
5,000+ Total Impressions
78% View Through Rate
5,000+ Total Impressions
78% View Through Rate
Twitter
1,530+ Impressions
6% Engagement Rate (+77% to benchmark)
1,530+ Impressions
6% Engagement Rate (+77% to benchmark)
TikTok
2,680+ Views
11.2% Engagement Rate (+51% to benchmark)
2,680+ Views
11.2% Engagement Rate (+51% to benchmark)
Overall Organic Results
IN2 SABRE Award Winner
Social Listening Category
Innovation SABRE Awards North America
Social Listening Category
Innovation SABRE Awards North America
29
Total Posts
Across Instagram, Instagram Stories, Facebook, Twitter, and TikTok
Total Posts
Across Instagram, Instagram Stories, Facebook, Twitter, and TikTok
95%
Net Sentiment
+138% to brand average sentiment
Net Sentiment
+138% to brand average sentiment
124K
Total Organic Video Views
Across Instagram, Instagram Stories, Facebook, Twitter, and TikTok
Total Organic Video Views
Across Instagram, Instagram Stories, Facebook, Twitter, and TikTok
Winner Campaign BIG Awards
Integrated Category
Campaign U.S. BIG Awards
Integrated Category
Campaign U.S. BIG Awards
741
Online mentions
Online mentions
123K
Total Organic Impressions
Across Instagram, Instagram Stories, Facebook, Twitter, and TikTok
Total Organic Impressions
Across Instagram, Instagram Stories, Facebook, Twitter, and TikTok
6.9%
Average Engagement Rate
+55% to brand average engagement rate
Across Instagram, Instagram Stories, Facebook, Twitter, and TikTok
Average Engagement Rate
+55% to brand average engagement rate
Across Instagram, Instagram Stories, Facebook, Twitter, and TikTok
Earned Media Results
744
Total Placements
Total Placements
712.9M
Total Potential Impressions
Total Potential Impressions
100%
Positive/Neutral Sentiment
Positive/Neutral Sentiment
98.1%
Lead Story in Digital Placements
Lead Story in Digital Placements