PUREMADE LAUNCH
GTM Digital Plan
BACKGROUND
Consumers are on a quest for more natural, simpler products. They are demanding label transparency and simple ingredients and they are not willing to compromise.
In response, Torani Puremade line of products was launched. They are expertly crafted with the purest ingredients, including colors from natural sources. No artificial preservatives. No artificial flavors. No GMOs.
GOALS
FOODSERVICE
GENERATE AWARENESS, TRIAL AND QUALIFIED LEADS
CONSUMER
GENERATE AWARENESS, EQUITY AND CONVERSION, COLLECT CONSUMER DATA
APPROACH
1
Lead with Foodservice to capitalize on current marketshare
2
Follow with Retail and DTC utilizing a test & learn approach to drive optimization and conversion to sale
CONTENT MAP
Position the newly redesigned website, torani.com, as the main portal for education and conversion.
All online and offline touch-points (email, social & paid media - print & digital) direct business partners and consumers to Torani's mobile-friendly website providing a seamless, cross-channel experience.
social
paid media
CONTENT OBJECTIVES
Educate
Blog, Print Media, Website
Engage
Social Media, Influencer Marketing, Recipes
Convert
Sample Request, E-Commerce
RESULTS
+500k
Organic Impressions
+3M
Paid Impressions
+10k
Organic Engagements
+400k
Paid Engagements
Foodservice
EDUCATE
Print directs to website
HOMEPAGE TAKEOVER
BLOG
ENGAGE
RECIPE
CONVERT
SAMPLE REQUEST
Consumer
EDUCATE
BLOG
ENGAGE
RECIPE
FEED & STORY
Social sweepstakes in partnership with Mr. Coffee used as a mechanism to seed product into the market and create buzz.
Custom Microsite
Influencer Campaign
All content directed audiences to torani.com to buy or find a retail partner.
CONVERT
BUY
Email sends linked newsletter subscribers directly to Torani's e-commerce site to purchase
Paid Social
Social ads saw a higher ROAS and a lower CPC (cost-per-conversion), therefore budget was diverted from display to social.
Display
