Situation

RLF was engaged by the leading single-cup brewing system in North America to create a pilot program to increase brand recognition and awareness in Greensboro, Winston-Salem and High Point, as well as boost product sales. The company distributed a local survey to gauge awareness and perception of the brand before the campaign began.

Strategy

RLF created an integrated strategy to increase brand recognition through a combination of media relations activities, blogger and influencer outreach, radio giveaways, PTA/PTO fundraiser parties, and social media promotions.

Results

Overall, the campaign generated 11 million media impressions and more than 250,000 social media impressions. Fourteen schools held 24 “Brew What You Love” fundraising parties that resulted in 1,628 attendees. After the campaign, the company distributed another survey to gauge local awareness and perception of the brand. Based on the survey results and increased product sales, the strategies and tactics of the pilot campaign were adapted for use in markets across the country.