Brief
Xoca is a socially-responsible health food and bev brand with a fiber-rich, prebiotic-loaded soda as its main product. The company enters the functional health scene and aims to exist as a brand people can believe in. This campaign targeted the health-conscious consumer who’s equally passionate about opting for a cleaner, additive- and preservative- free drink and making a difference for the greater good
Strategy + Execution
I used our various public platforms – email and social media – to educate customers on the drink’s benefits for the body’s digestive, immune, and autonomic systems. My messaging conveyed that drinking our whole-ingredient soda supported gut, heart, and brain health.
Each month, I also developed marketing plans facilitating an immersive experience at 4+ community events in the greater Chicago area. We positioned the products at corner health stores and charity galas.
We partnered with the Sugar Beet Food Co Op in Forest Park, IL at their holiday pop-up shopping events. Here, our mission was to meet health-conscious customers and debunk preconceptions that nutritional supplements exist exclusively in pill form. Customers had the chance to try out Xoca’s Vitamin-B-packed drinks for themselves.
We additionally collabed with holistic healthcare practitioners at wellness events, inviting our audience to learn about the role Xoca could play in their self-care regimes.
As a health-focused brand, connecting with healthcare providers was an integral part of this campaign. Our involvement with disability advocate nonprofit Easterseals led us to 1) create a liaison between health programming and health products and 2) support an organization with a mission we believed in. In February 2020, we sponsored Easterseals’ Grand Entrance Gala, celebrating the unveiling of their new adapted wellness and recreation center.
Results
Through targeted email outreach, social media promotion, and on-site brand activation at events, I was able to successfully promote the drinks as integral to a healthy lifestyle .I also had the chance to educate customers on the health benefits of antioxidant theobromine as a natural energy and mood booster. With this campaign, I reinforced brand loyalty amidst a highly competitive landscape, drove brand awareness by 46%, and increased online engagement by 36%.