Juicy Juice Digital Re-launch
Before the acquisition by Harvest Hill, Juicy Juice’s relationship with moms had become a bit like Fabio’s – once popular, but now just a fond, yet distant, memory. With a fresh slate before them, Juicy Juice challenged us to reinvigorate their digital tools and reconnect with decision-making moms (and no, shirtless hunks were not involved).
From the ads they see, to the stories their kids tell, no one is better at separating fact from fiction than a mom. To make a real connection, we knew we’d have to give it to them straight with information as authentic as 100% juice. With this insight in place, we set up a new JuicyJuice.com, rebuilt from the ground up with a new user experience, content and eCRM plan. To make it a site moms want to revisit, we created a knowledge content hub complete with recipes, children’s activities, parenting advice and more. Armed with the digital tools and content that connects with mom, we then set out to engage her across the social web using a wide range of touchpoints including Facebook, YouTube and Twitter. In the first month alone, our new strategy increased both organic reach and organic impressions by over 800%.