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INTEGRATE CASE STUDIES

Stevia Sweetener Product

Goal: Integrate was hired to launch a new stevia sweetener nationwide. As the only stevia sweetener that does not have a licorice aftertaste, the goal was to have a national presence as the best tasting stevia product on the market. Initially only sold in Texas at one retail chain, the client wanted to test the market and prove to national grocers and retailers that there is a nationwide demand for their product.

Strategy: Integrate public relations developed an effective online communications campaign using both traditional public relations methods and strategic social media strategies. A Facebook page was developed to serve as the launch point of the campaign and an FBML landing page was designed that included helpful information, links and company data to increase the number of “Likes” on the page. In addition to the FBML landing page, we also offered free samples to Facebook fans. We used traditional public relations methods to inform influential food, health and mommy bloggers about the samples available. Research in Google Keywords indicated that more people were searching for information about New Year’s resolutions and dieting tips – information that helped us to better communicate with these influencers.

Results: In a mere three months, the client gave away over 75,000 samples to Facebook users. Integrate garnered more than 52,000 active users on their Facebook page; the social media page received over 7,000 likes and nearly 500 users posted feedback on the page.
By proactively using traditional public relations campaigns and social media outlets,  the stevia sweetener is now nationally recognized and is being requested by thousands of people, inside and outside of Texas.

Because of the great success we had in developing and executing these initial campaigns, Integrate is now working with the entire Imperial Sugar brand on all of their social media projects and public relations campaigns.