Best Practices: SOYJOY’s Online and Mobile Campaign

A campaign for SOYJOY, the whole soy natural fruit bars,  was nominated for the 2012 Top Hispanic Digital Advertising Campaign plan and execution. While Portada’s audience chose Lopez Negrete Communications - Dr. Seuss The Lorax (Disney) as the award winner, the SOYJOY campaign has interesting aspects particularly in the mobile and online marketing realm.
TOP HISPANIC DIGITAL ADVERTISING CAMPAIGN PLAN AND EXECUTION

1. Objective:
Porter Novelli’s Hispanic marketing practice was challenged to introduce SOYJOY to the U.S. Hispanic market, build brand awareness and drive traffic to its e-commerce store. The SOYJOY “Yo Soy” campaign, a bilingual digital advertising campaign, introduced the brand, its joyful lifestyle and product messages through online and mobile platforms.

2. Creative:

Porter Novelli developed a unique online experience with a bilingual, bicultural play on words with “SOY” (“I am”) linking it to the “reason to buy”—flavor.

3. Media Used:
SOYJOY  partnered with Mocospace (the largest U.S. mobile social network), Batanga Network (the largest independent digital media company) and seven top Hispanic blogs, including Una Colombiana en California, Naturalmente Mamá and Chattering Gem.

4. Results:
From September to December 2011, the “Yo SOY” campaign secured over 15MM paid media impressions, exceeding projections by 5MM; surpassed paid media impressions by 150 percent; led paid media clicks (over 107,000); and was the top leader in display banner clicks with 107,893 in only three months.


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