of topics, including tips for parents on how to get their kids to eat
healthy food, reasons to go organic and unique organic recipes. Organic Valley is also heavily engaged with its followers, responding to
questions about organic food and providing guidance about where to
find additional information.
Organic baby food manufacturer Plum
Organics (@PlumOrganics) holds a Twitter
network of over 35,000 followers, the major-
ity of whom are young mothers. Plum Or-
ganics does a fantastic job of connecting
with its Twitter audience in a thoughtful
and genuine manner. Whether they are ask-
ing to see a recent baby picture, hear how
the weekend went or find out what are the
hottest baby Halloween costumes this season, Plum Organics is ex-
tremely effective at relating to key consumers by taking an interest in
their lives, rather than simply informing them about the company’s
products. Consumers, in turn, feel more connected with the Plum Or-
ganics brand and are less likely to purchase other products in the or-
ganic baby food space.
Plum swaps photos and more with its
Twitter followers.
This series can also be found on the
Clif Bar website, which helps drive
traffic to the Clif Bar You Tube channel.
Organic and natural food manufacturer Annie’s Homegrown made
its mark on You Tube with the launch
of its Bernie’s Bites series
( www.youtube.com/ user/an-nieshomegrown) in October 2010.
The series host, Jenny, is an Annie’s
YouTube
You Tube is the third-most-visited site on the web (after Google and
Facebook) and the second-largest search engine. Yes, the second-largest search engine. On any given day, You Tube averages 3 billion
views, with users spending on average between 15 and 25 minutes on
the site. You Tube has thus emerged as a valuable resource for brands
to creatively showcase their products, personality and brand identity.
Clif Bar & Company’s You Tube channel ( www.youtube.com/
user/CLIFBarCompany) is a
model for brands looking to inte-
grate their web, social and multi-
media assets under one roof.
Through simple design enhance-
ments on both its website and
branded channel, including links
to social media channels, branded
banners and a background that
incorporates their logo, the look
and feel connects users with the
brand through multiple touch
points during their online experi-
ence.
Clif Bar also keeps viewers of
its You Tube channel engaged
using a series of two- to three-
minute videos called “Clif Bar Shot Of,” which highlight interesting
stories about fitness, sports and athletes all over the world. The videos
are extremely popular; the majority of them have several thousand
views, and the You Tube channel itself has over 350 subscribers. The
videos’ success is likely due to the high quality of both the production
and the stories produced, which serve to excite and engage audiences.
Clif Bar’s You Tube Channel Inspires Consumers .
and cooking instructions once a
month. The production is not highly
technical nor does it need to be (a
similar video could be shot with a
smartphone or handheld video camera). It’s just a simple and creative
way to talk about Annie’s products
and projects like Root 4 Kids (which
Annie’s offers cooking advice on You Tube.
Quick Response Codes
Just by scanning a smartphone over quick response
(QR) codes like this, consumers are instantly taken to a web page with information on a
campaign or
event. For its
third annual
“
Compassion Into Action” event,
Nature’s
Path included a QR code on signs and
handouts that linked to a You Tube video
( youtu.be/WmZyICo1bQw), background
information and Facebook, Twitter and
website links. For the Non-GMO March
in Washington, DC, Nature’s Path developed a three-sleeved “genetically modified” T-shirt with a QR code on the back.
The code led to a specially created page
with information on GMOs and an
info-graphic on the subject
( nongmo.naturespath.com).
