EPIC BARSCrash Course in Digital Strategy by Julian Cole@huebnerc

Creative commons Wikimedia by katsrcool

Epic produces nutrition bars “the way nature intended”. Each bar is a savory, nutrition-dense, high-protein blend of humanely-treated animal meat with nuts and dehydrated fruits. Think of it as jerky without all the sugar and high carbohydrate count.

Each bar is gluten free, low in sugar, Paleo friendly and 100% grass fed animal based.

Four flavors of bars: Bison, bacon and cranberry; Beef, habanero and cherry; Turkey, almond and cranberry; Lamb, currant and mint.

EPIC

Source: epicbar.wordpress.com

BUSINESS OBJECTIVES:

Epic wants to create a digital strategy to promote the introduction of a new bar.

THE LANDSCAPE

In the past this type of bar was the standard. For many, this may still be what comes to

mind.

MARKETED TOWARD THIS CROWD

Challenge: Consumer are unaware of new bar

Goal: Increase qualified visitors to site by 150 percent during campaign

Timing: September 2014

THE BRIEF

This is a product category that has nearly doubled in offerings over the past 10 years. (Rabobank, 2012)

Trends in convenience (“on-the-go”) and health and wellness have contributed to this growthSimilarly, their multi-purpose use have contributed to wide-spread appeal

Organic products grew to $35.1 billion in sales (up 11.5 percent)The snack bar market has grown to $6 billion (William Reed Business Media, 2014)

(The McCarthy Group, 2013)

Epic sits at the intersection of two distinct trends: Nutrition and protein bar consumption and the increase in Paleo/primal lifestyle

Source: Google search trends

“Paleo” search traffic

Who are we speaking to?

The Crossfit Convert, 25-34

Views lifestyle as a way to exhibit status. Makes consumption choices that add to this exhibition. Products that support this lifestyle are just as important and believed to add to this endeavor.

Has begun to adopt a paleo lifestyle. A lifestyle influenced by other box members.

Places a premium on muscles and curves, not on being “skinny”.

Decisive, knowledgeable and willing to test/research food options.

Box culture often leads to a strong and impactful community. Peer support and the celebration of fitness goals (or “PRs”) strengthen group identity.

Intelligence

Conscientiousness

Openness

Stability

Extraversion

Agreeableness

Behavioral Insights

54 percent post original photos or videos that they created

47 percent post others’ videos and repost (Pew Research, 2012)

71 percent research online, purchase offline

Word-of-mouth behavior: Ask for advice via social media or recommend to others through social media

Potential BarriersTaste and texture: Consumers expect a certain set of flavors and texture. Epic is similar to jerky. Consumers must reimagine what a nutrition bar can be.

Parallels exist between social media usage and ancient gym culture with this target audience.

#FUELEPICMOMENTS

Strategic Insight

Single-minded Proposition

Strategy

Reason to Believe

Individuals post epic accomplishments as both evidence and to passively gain approval for their efforts.

Focus on specific health and wellness audiences’ desire to share and seek approval from social graph to spread their Epic moments.

Epic bars are the perfect low-sugar, low-carb tools to help one achieve their most epic moment.

Ethically raised meat and low-carb option supports the Paleo/Crossfit lifestyle.

EXECUTION

Epic will give fans the opportunity to celebrate their most epic moments. Fans can upload a picture of themselves and add text to create a mini commercial. Fans will then be given a link to share their moment with friends. Commercials will be uploaded to Epic’s site where fans can vote on the most epic moment.

MEDIAMEDIAMEDIA

WHAT MEDIA CHANNELS ARE THEY USING?

PHASE 1 PHASE 3PHASE 2

Twitter

Facebook

Instagram

Search

Crea

tive

COMMUNICATIONS FRAMEWORK

• Microsite• Website

Website

Email

• Social media sites• Website• Microsite• Banner Ads

Go to Epic site to create and celebrate your most epic moment

Visit microsite and make mini commercial.

Embed commercial on social media platform or send link to friend.

Ask others to visit site to vote for most epic moment.

• Microsite• Website• Social media sites

And on Sept 1st Sarah completed her first hand stand. It was glorious!

People who follow the link will be taken to a microsite. At the site they can upload a photo of their epic moment and write accompanying copy for the voice over.

ECOSYSTEM

Twitter

Facebook Instagram

Banner Ad

Search Main Site

Share or embed link to epic moment

Micro Site

AWARENESS

CONSIDERATION

PREFERANCE

PURCHASE

RETENTION

Search volumeBrand impressions from banners and Facebook

Brand mentions on social media sites

Qualified visitors to micro siteShares on Facebook and Twitter

Site uploadsTime spent on site

5 percent increase in sales during contest

Facebook, Instagram, Twitter follower increase

MEASURES