popchips - Exposure Campaign

Story

popchips, the pioneering all-natural popped chip company, emerged when brands everywhere were hopping on the healthy, better-for-you snacks bandwagon. Many competitive brands were much more established and had considerably broader distribution (at the time, popchips was only available on the West Coast).

 

The brand charged Havas Formula with generating increased national awareness and exposure to help popchips rise above the clutter and differentiate itself as the company “putting the fun back in snacking” with all-natural, great tasting products you could feel good about eating.

Tactics

  • Conduct comprehensive media relations and blogger outreach to generate nationwide exposure and word-of-mouth endorsements for popchips’ great taste
  • Implement a nutritionist immersion program to educate high-profile nutritionists about the product, expand popchips’ circle of influence, and build additional credibility for the brand
  • Initiate new market launch methodology focused on tiered press mailings to launch popchips in new markets
  • Execute an influencer marketer campaign designed to create awareness and drive sales among national health/wellness influencers, as well as tastemakers and opinion leaders in key markets
  • Conduct focused product sampling to key media, influencers and bloggers in order to spread the word about popchips virally and with genuine peer authenticity
  • Implement mobile marketing campaign and sampling initiative aimed at connecting with core consumers within the target markets, increasing trial and encouraging product purchase

Results

  • Generated national, top-tier coverage including the Today show (multiple appearances), CNN, Fox News, Fox & Friends, WSJ.com, Good Morning America and Unwrapped
  • Secured ongoing placements in core consumer and lifestyle outlets including Men’s Health, Fitness, Woman’s World, Family Circle and RealSimple.com 
  • Program resulted in more than 170 total placements in print, broadcast and online outlets, totaling 229 million gross impressions and $626,000 in advertising value
  • Helped place popchips in the hands of approximately 10,000 consumers/ influencers nationwide

Havas Formula

New York
200 Hudson St. 7th Fl.
New York
NY
10013
212.219.0321
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.578.7050
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345

Jump To

Formula

Formulatin

Formula

© 2015 Formula

All Rights Reserved