Cranberry juice historically appealed to an aging target. But Ocean Spray’s health-forward collab with nature messaging was ripe for a millennial audience. We needed an activation to drive awareness and engagement with this younger audience and connect it to the consumption of Ocean Spray.
Ocean Spray collaborated with Buzzfeed to reinvent a beloved summer routine, the Summer Friday, further redefining what that weekly ritual meant to consumers in the context of COVID-19.
Whether you’re finishing off a long week of work or just because IT’S FRIDAY, everyone deserves to wind down, relax and feel closer to nature in their own way. That could mean getting outside if you can, spending time with the kids or relaxing with a refreshing drink.
Through branded content and curated posts from BuzzFeed, we showed consumers how we #SummerFriday by connecting/collabing with nature. We offered tips and recipes for how to Summer Friday like a pro, close to home.
Buzzfeed content SPARKED SUMMER FRIDAY INSPIRATION and DROVE ACTION. The branded content and curated posts campaign outperformed goals, delivering +39MM IMPRESSIONS and +7MM VIEWS, garnering mass awareness for Ocean Spray’s Summer Friday. In addition, custom content drove consumer engagement and visits to the Ocean Spray site with click-through rates ranging from 4.6x-7.8x ABOVE BENCHMARK.