Stir up and flavor the conversation about sweeteners—while positioning Madhava as a fun, personable brand that doesn’t take itself too seriously—that would lead to boosted engagement and traffic.
Create and execute a comprehensive campaign with enough personality and longevity to stimulate authentic, interesting conversation that would in turn cultivate a stronger, more loyal fan base.
More recipe and narrative videos than we’d ever created before, a comprehensive digital strategy across email, web, social, and a willingness to get a little messy.
Fun Food Videos
times the social engagement
Life is full of messy moments that may feel crazy, but end up being counted as favorite memories. These are the moments that make the best stories. In the age of Instagram, photo filters, and the Pinterest-perfect life—where we can erase every imperfection—there arises a desire for the real, the immediate, the not-perfect lighting—the beautiful real. The #MessyMoments. Because these are the actual moments of life.
This is the feeling and the motivation we wanted to invoke when, towards the end of 2015, we realized that in order to elevate the conversation around sweeteners, we needed to facilitate a genuine conversation that struck home with our consumers. We needed a cohesive campaign that had enough traction to generate genuine conversation, belly laughs, and sharable moments. We launched #MessyMoments—a campaign designed to highlight the everyday moments that went so wrong—and got so messy—that you couldn’t help but laugh.
Video was the miracle vehicle for this campaign. We created 8, a mix of innovative recipe videos and narrative pieces that spoke to the chaos of #MessyMoments, that garnered over 106k views together. Our typical engagement on social tripled. We had nearly 1 million impressions and added 9,000 new users to our contact list over the two-month campaign. And the conversation? It exploded.