Overview
In 2017, Plant Snacks launched Cassava Crunch, the first-to-market cassava flour chip. Seeking to become an asked-for “brand destination” among health conscious consumers, the brand realized there was a gap in the market and eight months later shifted focus, dropped the Cassava Crunch name, and relaunched as simply Plant Snacks with a reformulated cassava root chip which – along with the original brand differentiators – was now vegan and free of the Big 8 Allergens.
Assignment
Plant Snacks engaged marlo marketing to develop, launch and significantly grow the brand’s social presence to create brand recognition and awareness, demand and sales both in-store and online.
Strategy
- Concept and launch Plant Snacks social media channels through a multi-layered, visually-led campaign to breakthrough with key audiences – vegan, allergen and health conscious consumers – and cement the brand’s positioning as an innovative, first-to-market cassava chip.
- Create sustained and significant social growth through a mix of unique brand and user-generated content, organic and paid influencer collaborations, like-minded brand partnerships, giveaways, targeted advertising and active daily account engagement.
- Leverage key messages and product attributes (vegan, free of Big 8 Allergens, paleo friendly, non-GMO and free from grain, gluten, corn and added sugar) to differentiate the brand and drive trial.
Results
![CaseStudyIcons Impressions 06 CaseStudyIcons Impressions 06](https://marlomarketing.com/wp-content/uploads/2018/12/CaseStudyIcons-Impressions-06-100x100.png)
41.2M INSTAGRAM IMPRESSIONS SINCE VEGAN CHANNEL LAUNCH IN MARCH 2018
![CaseStudyIcons Attendees 02 CaseStudyIcons Attendees 02](https://marlomarketing.com/wp-content/uploads/2018/12/CaseStudyIcons-Attendees-02-100x100.png)
+14,720 NEW INSTAGRAM FOLLOWERS; 508 AVERAGE MONTHLY FOLLOWER GROWTH
![CaseStudyIcons BrandMessage 18 CaseStudyIcons BrandMessage 18](https://marlomarketing.com/wp-content/uploads/2018/12/CaseStudyIcons-BrandMessage-18-100x100.png)
100+ LIKE-MINDED BRAND PARTNER GIVEAWAYS RESULTING IN 6M+ IMPRESSIONS
![CaseStudyIcons PositiveReactionSocial 17 CaseStudyIcons PositiveReactionSocial 17](https://marlomarketing.com/wp-content/uploads/2018/12/CaseStudyIcons-PositiveReactionSocial-17-100x100.png)
2,500+ TOTAL INFLUENCER POSTS FEATURING
THE BRAND
![CaseStudyIcons Revenue 14 CaseStudyIcons Revenue 14](https://marlomarketing.com/wp-content/uploads/2018/12/CaseStudyIcons-Revenue-14-100x100.png)
MORE THAN 300% YOY IN-MARKET SALES INCREASE BETWEEN 2018-2019
![CaseStudyIcons GrowthChart 12 CaseStudyIcons GrowthChart 12](https://marlomarketing.com/wp-content/uploads/2018/12/CaseStudyIcons-GrowthChart-12-100x100.png)