Grand Prize: Content Marketing Strategy of the Year

Innovative, comprehensive strategy boosts launch of healthy protein bar

From stop-motion videos and cinemagraphs to influencers, SimplyProtein got 10 million impressions.

#SimplyU - Logo - https://www.ragan.com/wp-content/uploads/2019/10/CRC_Simple-Protein_Logo.png

In a healthy snacks marketplace already saturated by well-known brands like Nature Valley, Kellogg’s, Quaker Oats and others, introducing a brand-new healthy protein bar is a huge task. SimplyProtein turned to CRC Agency to help develop a content strategy that would generate awareness for distribution through U.S. retail outlets, build brand talkability and create customer and community engagement that would lead people to want to try a bar, and encourage user-generated content creation. The strategy CRC developed and executed has earned first place in the “Content Marketing Strategy of the Year” category in PR Daily’s Content Marketing Awards program.

CRC created #SimplyU, a movement designed to underscore the importance of simple solutions to enhance one’s well-being, energy and lifestyle. At #SimplyU’s core was the opportunity for SimplyProtein to introduce disruptive storytelling to the social media space, along with a sampling campaign and influencer and guerilla marketing efforts.

Social content included creative stop-motion videos, cinemagraphs and storytelling. Influencer outreach and partnerships led to an army of influencers helping promote the brand with assets provided by CRC, including recipe videos, retailer promotions and giveaways.

Half a million samples were distributed in yoga studios, Lululemon stores, music festivals and other public events. Promotional and boosted posts helped grow SimplyProtein’s Facebook following, driving traffic to the websites as well as to brick-and-mortar retail locations.

The interest created by the campaign led to more than 2,000 retailers offering the protein bar, while influencers generated more than 10 million media impressions for the brand.

Congratulations to the 10-person team at CRC Agency for its thorough and effective content marketing strategy.

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