Challenge
In an increasingly crowded and commoditized category, GoGo squeeZ – a leader in the food pouch category – knew it needed to stand for something bigger in order to differentiate itself from its competitors. In 2018, GoGo squeeZ challenged Edible to create a platform that would move the brand beyond traditional product benefits and connect emotionally with consumers around a shared purpose. This platform would need to build brand awareness and preference, and generate engagement from media, stakeholders and consumers alike.
How We Did It
Through research we learned that kids’ unstructured time, or free time that is spent with no particular goal or learning objective in mind, has dwindled to a historic low of only 30 minutes per day on average. This lead us to our core insight: in today’s over-structured, over-scheduled,always-on world, we’ve been so busy raising future adults, measuring them by adult achievements, that we’ve forgotten to let our kids be kids.
We worked alongside the GoGo squeeZ Founder and C-suite to develop the brand’s first-ever cultural purpose platform: BE Time. BE Time helped kids and families commit to more unstructured time each day, for kids to just “BE,” and allowed GoGo squeeZ to go from being a simple, on-the-go food pouch to championing a movement with the power to impact the health and happiness of kids and families for years to come.
Edible helped spread awareness about BE Time by:
- Developing a three-phased media strategy to spark a conversation about BE Time among parenting, business and lifestyle media
- Filming a social experiment video that brought the idea to life by capturing emotional responses from seven real families who experienced BE Time first hand
- Leveraging a mix of cultural influencers to amplify and personalize our message through unique content
- Facilitating action through a real-time clock on BETime.org where we invited parents to commit to 30 minutes more BE Time per day.
Results
Launched in July 2018, the campaign has already exceeded benchmarks, with key results including:
- 608MM earned media impressions to date, achieving 216% of our benchmark. Coverage spanned across verticals in Forbes, Motherly, USA Today, Lifehacker, Business Insider, Working Mother, and more
- 28.9MM influencer impressions from social, blog and video content – achieving 381% of our benchmark
- More than 6MM video views from influencer and brand video content