BlogWell Seattle Case Study: Cargill, presented by Chris Obray


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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

  1. 1. 8/18/2011<br />Truvia® Ingredient Marketing Update<br />
  2. 2. Truvia®Natural SweetenerGoing Digital to Get to First Trial<br />09 August 2011<br />8/18/2011<br />
  3. 3. Things to know about Truvia® Natural Sweetener<br />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<br />Cargill sells Truvia ® natural sweetener as both an ingredient for food and beverages as well as a consumer product<br />Launched in 2008, Truvia® natural sweetener has already become the #2 sugar substitute in retail sales<br />
  4. 4. 8/18/2011<br />Timeline of the sugar substitute category<br />1982- Equal (Aspartame) introduced. Bulletin Board Systems trending (if you were fortunate enough to own a 1,200 bit/s modem) <br />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<br />1999- Splenda®(Sucralose) introduced to the US; Napster is released to the delight of a pre-Facebook college student body<br />2006- Cargill begins development of a stevia based sweetener. sees an emerging threat from Facebook<br />
  5. 5. New brand, new product, new sweetness and new marketing<br />Stage 1: Learning about <br />Truvia® natural sweetener<br />Stage 2: Deciding to try<br />Truvia® natural sweetener<br />Stage 3: Making Truvia® natural sweetener a<br />household item<br />All natural sweetener?<br />Meet the family<br />Tastes Great <br />Awareness<br />Trial<br />Repurchase<br />
  6. 6. “Yoga Momma”<br />Demographics<br />About Me<br /><ul><li> I work to keep myself and my family healthy through exercise and eating well
  7. 7. I count calories and feel guilty when I eat sweets
  8. 8. However, I love food and enjoy cooking
  9. 9. I enjoy seeking out and trying new healthy products
  10. 10. My friends come to me for nutritional advice
  11. 11. I equate price with quality
  12. 12. Women
  13. 13. Married
  14. 14. College graduate or higher level of education
  15. 15. Affluent </li></ul>Active Wellness Striver <br />Food Habits<br />Bringing It Together<br /><ul><li>Maintaining health & wellness for herself & her family
  16. 16. Trend setter when it comes to trying out healthy products
  17. 17. Thinks about the calories in the food she eats which leads her to make smart choices to live her healthy lifestyle
  18. 18. Active and engaged shopper, looking for organic or natural foods when she shops
  19. 19. I prefer foods without artificial additives and feel </li></ul>most comfortable knowing the ingredients before <br />buying a product<br /><ul><li> When shopping I look for organic/natural products
  20. 20. Fattening food makes me feel guilty
  21. 21. I take steps to limit the sugar intake in my family
  22. 22. I will purchase a low calorie sweetener as a safe substitute for sugar (quite often, Splenda)</li></ul>6<br />Source: Universal McCann Media in Mind 2008 (Simmons 2008)<br />
  23. 23. Social Media in “Yoga Momma’s” path to purchase<br />Awareness<br />Consideration<br />Honestly Sweet® e-club<br />Post Purchase<br />Trial<br />
  24. 24. Case Study: How the Truvia® brand uses digital media to drive trial with a new target audience<br />Cargill Restricted and Confidential<br />Awareness<br />Consideration<br />Post Purchase<br />Trial<br />
  25. 25. Lies, Damned Lies, Statistics and a Few Grains of Salt<br /><ul><li>In 2011, 40% of consumers 18-24 reported drinking coffee daily, up from 31% in 2010 (National Coffee Association)
  26. 26. 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)
  27. 27. Over half of adult Americans claim to be on a diet at any given time (Mintel)</li></li></ul><li>This Falls Incoming Freshman Class<br />Born in 1993, the same year Seinfeld won its first Emmy for outstanding series<br />Heaviest Mobile Video Viewers:<br />More Receptive to Mobile Advertising<br />Out-Text All Other Age Groups<br />Talk Less on the Phone<br />Grew Up in the Age of Social Media…and It Shows<br />Watch TV on their computer, iPhone, tablet etc..<br />Does not appreciate Seinfeld nearly enough<br />Young Beverage Experimenter<br />
  28. 28. Barnes & Nobles bookstore sampling <br />Free samples of Truvia® natural sweetener and posters/tabletents to be displayed at B&N College Bookstores throughout the US<br />Sorority sampling with Truvia® Natural Sweetener<br />1,200 Sororities nationwide get a chance to sample Truvia® natural sweetener <br />
  29. 29. Aspretto/SodexoHonestly Sweet®sweepstakes<br />175 selected Aspretto/Sodexo College Café locations across the country <br />In Café marketing materials highlightingthe product attributes of Truvia® natural sweetener<br />Text-to-win sweepstakes<br />Freshëns yogurt and smoothies sweetened with Truvia®rebiana<br />Largest frozen yogurt and smoothie company in the US<br />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<br />
  30. 30. Finding campus advocates<br />Cargill Restricted and Confidential<br />
  31. 31. The most important thing about these impressions is that they were unsolicited from college students to college students<br />Cargill Restricted and Confidential<br />
  32. 32. On-campus with HerCampus<br />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… <br />Her Campus giveaway: Anyone who tweets with the hash tag #TruviaHC is automatically entered into a Her Campus drawing <br />Her Campus Social Media Inclusion: Cooperative and promotions<br />Her Campus Web and E-mail spotlight:Use of Her Campus school specific newsletters and microsites highlighting various on-campus sampling opportunities<br />
  33. 33. Truvia® brand social media “bread and butter”<br />Cargill Restricted and Confidential<br />
  34. 34. Questions?<br />Chris Obray<br />Internet Marketing Manager- Truvia®<br />952.742.1099<br /><br />, <br />@truvia, @cargill<br />
  35. 35. 8/18/2011<br />Truvia® Ingredient Marketing Update<br />