The Ask
Launch Organic Valley's organic protein shake into a category filled with super popular bro-tein shakes that are comprised of harmful ingredients and chemicals.
The Result
A viral campaign generating 100 million PR impressions with a <$150K media spend and moving Organic Fuel to #1 in the organic ready-to-drink protein category. And our bro flexing won an Effie Award for Best New Product Campaign.
What We Did
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Creative Strategy
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Creative Development
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Production
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Post-Production
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Design
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Save the Bros
We alerted the world that the bro population was in serious danger from chugging nasty protein drinks. The internet took up our cause.
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The Brononymous Hotline
We followed up our Save The Bros viral success with a way to reach even more bros: The Brononymous Hotline. Friends could submit the Twitter handles of bros they know, and Organic Valley would reach out with a personalize message.
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The Hotline Online
Through our Twitter app, each bro was reached bronoymously through a personalized protein intervention video and a coupon to try Organic Fuel instead.
The Part Where We Brag
Effie Award for Best New Product Campaign; Small Agency Integrated Campaign of 2016; 2016 Webby Nominee
#1
in ready-to-drink protein category four months in
+100M
PR impressions
+7M
Save the Bros video views
20M
Brononymous video views on YouTube and Facebook
+114%
increase in sales within one month of launching the campaign
15K+
brononymous tweets
