The Silk 10 Day Challenge

Challenge

  • Support the Silk “10 Day Challenge”, a challenge to switch from Milk to Silk Soy, Almond or Coconut for 10 days, by bringing the experience to life in 10 target cities throughout the nation
  • Distribute 800,000 samples consisting of 6 flavors while educating on product benefits
  • Drive consumer sign ups and site visits to 10 Day Challenge Micro-site

Strategies

  • Developed 3 legged, 10 city mobile marketing tour to reach the East Coast, West Coast and Midwest markets
  • Displayed variety of Silk product offerings by representing various flavors in vehicle wraps, sampling booths, coolers, tents and 10 ft. Silk Soy and Pure Almond inflatable cartons
  • Delivered multi-pronged sampling approach consisting of:
    • Kick-off promotions at high profile permitted locations
    • Event marketing at relevant events
    • Street marketing via Silk carton fabricated sampling jet packs
    • Sample drops at offices, yoga studios and additional relevant locations

Results

  • Exceeded sampling goal by distributing over 825,000 samples
  • Delivered 1,400,000 touches and over 10,000,000 impressions
  • Increased micro-site visits by 200% and 10 Day Challenge sign ups by 65% throughout the tour
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