The document discusses the success of Tropicana orange juice brand in the United States. It describes how Anthony Rossi immigrated from Sicily and founded Tropicana, which became the #1 selling orange juice brand in America. The document then outlines how Tropicana used social media advertising, including short video ads on Facebook and Instagram stories, to promote new products and increase profits, brand awareness, purchase intent, and ad recall.

1. Social Media Success

2. Anthony Rossi
immigrates to U.S.
from Sicily
Brings with him
passion for fruit
Develops leading fruit
juice company in U.S.

3. #1 Selling Orange Juice Brand in U.S.
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Orange Juice Brand
Sales of Leading Refrigerated Orange Juice Brands in U.S. (2017)
Tropicana Pure Premium Simply Orange Private Label Florida's Natural Minute Maid Premium
https://www.statista.com/statistics/188749/top-refrigerated-orange-juice-brands-in-the-united-states/

4. Video ads promoting
new products, like
Tropicana Essentials
Probiotic assisted in
increased profits.

5. Video Advertising Success
• Keep it short and sweet.
 People prefer 6 second videos over 15-30 second ones.
• Use visuals of product.
 Avoid filler content.
• Use text affectively.
 Communicate product even with sound off.

6. 5-Point lift in
purchase intent
16-Point lift in
brand awareness
22-Point lift in ad
recall
After
shortening
Facebook
video ads,
Tropicana
saw a . . .
https://www.facebook.com/business/success/tropicana

8. Instagram Stories
Similar to Snapchat,
Instagram now
allows photos and
videos to be posted
for a limited amount
of time.
Instagram

9. Instagram Stories
The Instagram stories allow for plentiful
advertising opportunities
• Utilizing color, making the juices more eye-
catching.
• Hand-drawn visuals to emphasize the product.
• “Swipe Up” opportunities for consumers to learn
more about the product or get recipes.

10. Instagram Videos
• Tropicana uses its page
to showcase short videos
promoting their products
• Each video receives
around 500 views.
• The latest promotion is
for Tropicana’s on-the-go
size.

11. After
utilizing
Instagram
story ads,
Tropicana
saw a . . .
18-Point lift in
ad recall
3-Point lift in
overall
purchase
intent
15-Point lift in
purchase
intent (among
males)
https://business.instagram.com/success/tropicana/

13. Resources
• https:///www.statista.com/statistics/188749/top-
refrigerated-orange-juice-brands-in-the-united-states
• https://www.facebook.com/business/success/tropicana
• https://business.instagram.com/success/tropicana/
• https://www.encyclopedia.com/social-sciences-and-
law/economics-business-and-labor/businesses-and-
occupations/tropicana-products

14. Thank you from