With a 2023 production budget of only $25,000, we had to get creative to break through the noise on social. How? By bringing moments of sunshine to the cloudy world of social media through scalable, insight-driven content. We allocated 40.7% ($10,175) of the budget to always-on organic social, 18.4% ($4,600) to our April Fool's "All Pulp" video, and 40.9% ($10,225) to our Mother's Day activation.
Mother's Day
Mother's Day is a key moment in the spring for our target audience of young moms. With an extremely limited budget, we wanted to create a social-first activation that brought some brightness to the day.
Across Instagram and TikTok, kids interviews are something people across the board love: they're equal parts cute, funny, and always a little random. With that in mind, we partnered with La'Ron Hines and the group of kids he interviews to chat all things Mother's Day all over a glass of Tropicana OJ: the perfect way to bring everyone together.
By partnering with La'Ron and collab posting our video on IG, we were able to reach a much wider audience outside of our own followers to draw them to our platform while showcasing the overlapping values between Tropicana and La'Ron.
The video did incredibly well with engagement well above benchmark and reaching tens of thousands outside our own following.
Results
9.1%
Engagement Rate
95% over benchmark
Engagement Rate
95% over benchmark
91,367
Video Plays
Video Plays
6,900
Likes
Likes
896
Shares
Shares
197
Comments
+348% lift to benchmark
Comments
+348% lift to benchmark
84,566
Accounts Reached
Accounts Reached
45,040
Followers Reached
Followers Reached
39,526
Non-followers Reached
Non-followers Reached
All Pulp: April Fool's Day
Through social listening, our team had the insight that our most shareable and debate-inducing content hinged around the topic of how much pulp should be in OJ. Using this tee-up, the opportunity was ripe to join an ownable consumer conversation and April Fool's Day provided the perfect backdrop as a brand-centric holiday relevant to our audience of families. We thought it would be funny to take pulp to the extreme and All Pulp was born: a fake product launch across organic social channels debuting an orange juice in a sleek, new-tech style that only contained pulp.
We shot with social best practices as our priority: shooting vertically for TikTok and Reels, hitting the joke within 3 seconds to account for viewer attention span, shot in a playful shareable manner that highlighted it was organic social (not paid), and leant into brand humor and satire.
Leading up to April 1st, we drove up conversation surrounding the pulp debate across Instagram in feed posts, Instagram Stories (using interactive native tools), and TikTok. On April Fool's Day, we posted across Instagram, TikTok, YouTube, and Facebook with immediate positive reactions, garnering earned media coverage and on Instagram it was our most shared Reel over the past two years (excluding the Mimosa Maker Launch). On TikTok we extended the fun by video-reacting to comments on the original launch video with BTS shots of our models drinking and their authentic reactions to the "juice".
Fun side note: we strained 8-10 bottles of Tropicana Grovestand (their highest pulp concentration juice) and used that pulp to make our All Pulp edition. The texture was a bit like orange-flavored apple sauce!
Results
8%
In-Feed Posts
Across Instagram, Facebook, YouTube, and TikTok
In-Feed Posts
Across Instagram, Facebook, YouTube, and TikTok
5.7%
Instagram Engagement Rate
+22% lift to benchmark
Across pre-launch and launch posts
Instagram Engagement Rate
+22% lift to benchmark
Across pre-launch and launch posts
21K
Total Impressions
Across Instagram, Instagram Stories, Facebook, YouTube, and TikTok
Total Impressions
Across Instagram, Instagram Stories, Facebook, YouTube, and TikTok
8
Instagram Stories
Instagram Stories
9.8%
TikTok Engagement Rate
+53% lift to benchmark
Across pre-launch and launch posts
TikTok Engagement Rate
+53% lift to benchmark
Across pre-launch and launch posts
237
Total Shares
Across Instagram, Instagram Stories, Facebook, YouTube, and TikTok
Total Shares
Across Instagram, Instagram Stories, Facebook, YouTube, and TikTok
Earned Coverage
Total potential earned impressions: 2.39M
Adweek
138M Potential Earned Impressions
138M Potential Earned Impressions
Adweek Instagram Post
2.6K Likes, 15 comments, 508K Followers
2.6K Likes, 15 comments, 508K Followers
Ad Age
718K Potential Earned Impressions
718K Potential Earned Impressions
Little Black Book
289.6K Potential Earned Impressions
289.6K Potential Earned Impressions