Sambazon is the global leader in acai, controlling nearly 90% of the market for cultivation, distribution, and product development. Despite their leadership position, they are a relatively small company with small marketing budgets. To avoid commoditization and to foster a deeper connection with their Gen Z and Millennial consumers, Sambazon needed to find a way to drive brand awareness and consideration.
As their integrated agency of record since 2017, we’ve helped them
punch above their weight class, taking tiny budgets and creating
Through social listening, we discovered our consumer was greatly inspired by brands that contributed to the greater good and often would post to their social channels to inspire others to join them. This insight is what began to unlock a very impactful and purposeful campaign, leveraging Sambazon’s purpose-driven business model and this younger consumer group’s values. We also built an audience profile so we could reach our consumer where they already consume media- on their mobile devices and via social platforms.
The signature success has been the creation of our annual #PurpleForThePlanet initiative, where we challenged participants to help save 30 endangered species in 30 days by turning their hair purple (physically or digitally) and posting a photo on social. For each selfie posted, Sambazon would buy 5 acres of rainforest on their behalf. The program included an event activation, national influencer campaign, organic digital content and paid social media support from Earth Day to World Biodiversity Day. Using an integrated media strategy of brand ambassador activations in the real world and a small digital media buy, this program harnessed the power of a creative and viral call-to-action.
In addition to increasing awareness and moving brand consideration, we grew Sambazon’s website traffic by 32% and Instagram community by 17%; the effort saved 216 species from extinction in just 30 days, and was relaunched for 2019 where we exceeded our goals by 80%.
Sambazon // 2018 #PurpleForThePlanet Case Study
- influencer marketing
- Social Media Marketing