In July 2013, Red Mango introduced a new probiotic smoothie to the market.
The Company was seeking a localization strategy to gain awareness and market share in key and remote locations.
A total of 50 bloggers participated in an in-store tasting program at a Red Mango location nearest to them. Localization strategy included bloggers in remote regions in Nebraska, Utah, Illinois and Washington. A mix of influencers featuring Moms, Diet, Urban and Millenial bloggers ensured diversification across markets. Bloggers were each given gift cards to allow sampling for themselves and encouraged to take on-location photos
- Over a 4 week period, more than 258 branded photos were generated for Red Mango on blogs, Twitter, Facebook and Instagram
- 50 blog reviews were published yielding 2.3M+ impressions and 300+ direct links
- Prior to the promotion, 26 of the 50 participants had never heard of Red Mango. An additional 9 had never tried the product. Through these bloggers Red Mango expanded its reach to tens of thousands of new and potential consumers