Tropicana Probiotics

CASE STUDY

Client

Tropicana Probiotics

Theme

Inspire women to live their best lives in pursuit of wellness with a little help from Tropicana Probiotics #BelieveInYourGut

Timing

March 20 – April 3, 2017

Goals

Raise awareness and drive trial for the new product

KPIs

Product awareness, social engagements and impressions

Megan Media Strategy

Enlist content creators to share how they incorporate Tropicana Probiotics into their daily lives through high-quality shareable content focusing on wellness

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SocialMoms editorial integration and social posts further raises awareness for Tropicana Probiotics

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Megan Media Athena Prime dynamically promotes the diverse campaign content across extended creator audiences within the target audiences and demos – testing, learning and optimizing to define multiple segments of engagers (Avg. Engagement Rate = 30%+)

Top Performers

MERIDITH STAGGERS

CAKE AND CONFETTI

7.9K

facebook Engagements with megan media athena prime

Key Takeaway

Her average post receives
88 engagements

JANE KOKO

TASTE OF KOKO

23.8K

Instagram Engagements with megan media athena prime

Key Takeaway

Her average post receives
400 engagements

Campaign Results Summary

30 BLOG POSTS
60 SOCIAL POSTS
EDITORIAL INTEGRATION
SOCIALMOMS AMPLIFICATION
ATHENA SOCIAL DISTRIBUTION

82.4K

total Engagements

8.1M

impressions

Engagement Demographics

%

Female, Age 18-24

%

Female, Age 25-34

Social Engagement Breakdown

23.9K

facebook Engagements with megan media athena prime

57.8k

instagram engagements with megan media athena prime

Future Recommendations

Utilizing content and audience insights gathered from Athena Prime, Megan Media will refine further content development and distribution for Tropicana

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