Naked Juice is a national brand of all-natural fruit juices and smoothies. The Naked Juice brand is based around ecological stewardship and natural ingredients, promoting health for both the individual and the planet.
Naked Juice contracted with AvenueSocial to develop a Facebook application to act as the primary vehicle for an online marketing strategy. By combining a generosity-based, ecologically-friendly promotion with a sleek one-touch pass-to-a-friend application, Naked Juice hoped to spread its brand and message virally through its target audience.
The Challenge
AvenueSocial needed to develop an application with several key qualities. First, it needed to be visually appealing, accurately represent the client’s brand, and present the key marketing message unobtrusively. It needed to include a viral hook to promote sharing of the application among friends. But the greatest technological challenge was that the application needed to be able to return information to the server every time a user passed the app to a friend, and then update the application with the new data in real time.
Naked Juice’s promotion promises to donate 5 cents toward a charitable organization, “Keep America Beautiful,” every time the “bottle” (application) is passed between users, with an ultimate goal of $20,000. This adds up to a total of 400,000 new brand advocates when you consider that users tend to pass charity-based promotions to the friends that they know will be most receptive.
The Solution:
AvenueSocial’s pass-the-bottle application spreads the Naked Juice message through the richest target audience by offering something for almost nothing: It allows users to send fun "Naked" messages to their friends, strongly incentivizes this social act with a donation, and makes the process easy through sleek application design. What’s more, the application automatically offers to post on each user´s newsfeed after passing the bottle, thereby spreading brand awareness and application access even to friends that haven’t had the bottle passed to them.
Last but not least, the application acts as an effective traffic generator for the Naked Juice website by encouraging app users to learn more about the company and products. AvenueSocial accomplished this through “Learn More” buttons and by adding product (flavor) interaction to the actual bottle-passing process, garnering interest without the risk of being “invasive.”
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