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BlogWell Seattle Case Study: Cargill, presented by Chris Obray

BlogWell Seattle Case Study: Cargill, presented by Chris Obray



In his BlogWell presentation, Cargill's Internet Marketing Manager, Chris Obray, shares how their Truvia brand uses social media to find the sweet spot among consumers.

In his BlogWell presentation, Cargill's Internet Marketing Manager, Chris Obray, shares how their Truvia brand uses social media to find the sweet spot among consumers.



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    BlogWell Seattle Case Study: Cargill, presented by Chris Obray BlogWell Seattle Case Study: Cargill, presented by Chris Obray Presentation Transcript

    • 8/18/2011
      Truvia® Ingredient Marketing Update
    • Truvia®Natural SweetenerGoing Digital to Get to First Trial
      09 August 2011
    • Things to know about Truvia® Natural Sweetener
      Truvia (pronounced Tru-VEE-a) is the brand name for the first great-tasting, natural, zero-calorie sweetener made from rebiana, the best-tasting part of the stevia leaf
      Cargill sells Truvia ® natural sweetener as both an ingredient for food and beverages as well as a consumer product
      Launched in 2008, Truvia® natural sweetener has already become the #2 sugar substitute in retail sales
    • 8/18/2011
      Timeline of the sugar substitute category
      1982- Equal (Aspartame) introduced. Bulletin Board Systems trending (if you were fortunate enough to own a 1,200 bit/s modem)
      1957-Sweet’n Low (Saccharin) introduced. Tupperware parties are all the rage, an early example of a brand leveraging personal networks to build awareness and move product
      1999- Splenda®(Sucralose) introduced to the US; Napster is released to the delight of a pre-Facebook college student body
      2006- Cargill begins development of a stevia based sweetener. Classmates.com sees an emerging threat from Facebook
    • New brand, new product, new sweetness and new marketing
      Stage 1: Learning about
      Truvia® natural sweetener
      Stage 2: Deciding to try
      Truvia® natural sweetener
      Stage 3: Making Truvia® natural sweetener a
      household item
      All natural sweetener?
      Meet the family
      Tastes Great 
    • “Yoga Momma”
      About Me
      • I work to keep myself and my family healthy through exercise and eating well
      • I count calories and feel guilty when I eat sweets
      • However, I love food and enjoy cooking
      • I enjoy seeking out and trying new healthy products
      • My friends come to me for nutritional advice
      • I equate price with quality
      • Women
      • Married
      • College graduate or higher level of education
      • Affluent
      Active Wellness Striver
      Food Habits
      Bringing It Together
      • Maintaining health & wellness for herself & her family
      • Trend setter when it comes to trying out healthy products
      • Thinks about the calories in the food she eats which leads her to make smart choices to live her healthy lifestyle
      • Active and engaged shopper, looking for organic or natural foods when she shops
      • I prefer foods without artificial additives and feel
      most comfortable knowing the ingredients before
      buying a product
      • When shopping I look for organic/natural products
      • Fattening food makes me feel guilty
      • I take steps to limit the sugar intake in my family
      • I will purchase a low calorie sweetener as a safe substitute for sugar (quite often, Splenda)
      Source: Universal McCann Media in Mind 2008 (Simmons 2008)
    • Social Media in “Yoga Momma’s” path to purchase
      Honestly Sweet® e-club
      Post Purchase
    • Case Study: How the Truvia® brand uses digital media to drive trial with a new target audience
      Cargill Restricted and Confidential
      Post Purchase
    • Lies, Damned Lies, Statistics and a Few Grains of Salt
      • In 2011, 40% of consumers 18-24 reported drinking coffee daily, up from 31% in 2010 (National Coffee Association)
      • 40% of younger coffee drinkers (18-34) are much more likely to prefer sweetened coffee drinks (40% vs. 25% 55-64s and 21% of 65+) (Mintel)
      • Over half of adult Americans claim to be on a diet at any given time (Mintel)
    • This Falls Incoming Freshman Class
      Born in 1993, the same year Seinfeld won its first Emmy for outstanding series
      Heaviest Mobile Video Viewers:
      More Receptive to Mobile Advertising
      Out-Text All Other Age Groups
      Talk Less on the Phone
      Grew Up in the Age of Social Media…and It Shows
      Watch TV on their computer, iPhone, tablet etc..
      Does not appreciate Seinfeld nearly enough
      Young Beverage Experimenter
    • Barnes & Nobles bookstore sampling
      Free samples of Truvia® natural sweetener and posters/tabletents to be displayed at B&N College Bookstores throughout the US
      Sorority sampling with Truvia® Natural Sweetener
      1,200 Sororities nationwide get a chance to sample Truvia® natural sweetener
    • Aspretto/SodexoHonestly Sweet®sweepstakes
      175 selected Aspretto/Sodexo College Café locations across the country
      In Café marketing materials highlightingthe product attributes of Truvia® natural sweetener
      Text-to-win sweepstakes
      Freshëns yogurt and smoothies sweetened with Truvia®rebiana
      Largest frozen yogurt and smoothie company in the US
      Dedication to natural ingredients, while highlighting the better-for-you nutritional changes to their loyal customer base, which primarily consists of 18-24 year olds living on college campuses
    • Finding campus advocates
      Cargill Restricted and Confidential
    • The most important thing about these impressions is that they were unsolicited from college students to college students
      Cargill Restricted and Confidential
    • On-campus with HerCampus
      Truvia® Naturally Sweetened photo contest: Best photo taken at the Barnes & Nobles Café sampling location are entered into local and national giveaways of cosmetics, gift cards, etc…
      Her Campus giveaway: Anyone who tweets with the hash tag #TruviaHC is automatically entered into a Her Campus drawing
      Her Campus Social Media Inclusion: Cooperative and promotions
      Her Campus Web and E-mail spotlight:Use of Her Campus school specific newsletters and microsites highlighting various on-campus sampling opportunities
    • Truvia® brand social media “bread and butter”
      Cargill Restricted and Confidential
    • Questions?
      Chris Obray
      Internet Marketing Manager- Truvia®
      Truvia.com, cargill.com
      @truvia, @cargill
    • 8/18/2011
      Truvia® Ingredient Marketing Update