2. PHASE I
grant a farmer’s wish
We begin where
organic begins – on
the farm.
Click the arrows to see
our campaigns online!
3. grant a
farmer’s
wish
Consumers visited Facebook
to hear organic farmers’ stories
& voted to help us award
$31,000 in sustainability grants
89 MM impressions
4. hear from our
farmers
Meet
Guy!
Video portraits of organic
farmers & growers.
Stories of where our
ingredients come from
5. farm cam
Weekly video diaries of
organic farming straight
from our farmers
Click to watch the
Mahaffy family bring in
the cows!
6. PHASE II
just eat organic
We move to the story
of organic food
production.
7. just eat
organic video
We learn to rap!
A music video educating
about organic food
production starring our
135,000+ views – more than CE-Yo Gary Hirshberg
any other organic food & the “Stonyfield Moms”
company video
8. just eat
organic shout-
outs
Video website where
consumers add their
own “Just Eat
Organic” shout-outs
1.3 MM
and
social
Just #tweetorganic
impression
s
9. PHASE III
organic gets personal
We bring organic
(food and
conversations) to the
breakfast table.
10. the organic
moment
Deep-engagement digital
platform where consumers
shared personal stories
about what organic means
to them
20,000 interactions & over 3,000
thoughtful video and photo
submissions
11. organic family
of the year
Contest celebrating
families’ reasons for
choosing organic.
Winners were sent to an
organic farm
“I truly believe that switching our family to organic has kept us
healthy and happier to this day!” – Skipper Family
12. celebrate with
organic
For every user action -
enter, share, like, tweet –
Stonyfield donated to
Wholesome Wave – a
250,000 actions = $50,000 nonprofit that connects
donation local agriculture and
underserved communities
13. PHASE IV
i will know my food
We motivated
consumers to share
their organic journey
with others.
14. i will know
my food site
Interactive website
empowering consumers to
know their food – and our
yogurt – through
55,000 entries & video, health expert
interactions blogs, word clouds,
and games.
15. the great
food find
Consumers scoured the
web in an online
scavenger hunt to find
55,000 entries & organic items on a grocery
interactions list and fill their totes with
healthy foods.
16. food
superheroes
One organic food choice
makes you a food
superhero – consumers
create their own super-
profiles and
like, tweet, or share to
increase our donation to
help provide healthy food
access for children
17. tweet to
defeat
Coming in October, we
will tweet to defeat GMOs
by igniting an #organic
conversation on Twitter
18. 55 bloggers
yo-getter
ambassadors
We’ve built relationships with
bloggers who understand the
importance of feeding families
in a healthy way to help
promote Stonyfield and
organic
19. twitter parties
We partnered with a
mom blogger on a twitter
604 tweets party that fostered the
775,000 impressions #organic and
78,000 followers #foodsuperhero
in ONE hour! conversations
20. ONGOING
organic every day
Our organic discussions
are take place every day
where people gather
online.
22. buzz blog
We share organic
stories, health
education, thought
leadership, and expert
Over 5 minutes spent on insights on our company
site on average blog.
