stonyfield organic stories online: from farm to table
TRANSCRIPT
Organic Storiesfrom farm to table
PHASE I grant a farmer’s wish
Click the arrows to see our campaigns
online!
We begin where organic begins – on
the farm.
grant a farmer’s
wish
Consumers visited Facebook to hear organic
farmers’ stories & voted to help us award $31,000 in
sustainability grants89 MM
impressions
hear from our farmers
Video portraits of organic farmers &
growers. Stories of where our
ingredients come from
Meet Guy!
farm cam
Click to watch the Mahaffy family bring
in the cows!
Weekly video diaries of organic farming straight from our
farmers
PHASE IIjust eat organic
We move to the story of organic food production.
We learn to rap! A music video
educating about organic food production starring
our CE-Yo Gary Hirshberg
& the “Stonyfield Moms”
135,000+ views – more than any other organic
food company video
just eat organic video
just eat organic
shout-outs
Video website where consumers
add their own “Just Eat Organic” shout-
outs and Just #tweetorganic
1.3 MM social
impressions
PHASE IIIorganic gets personal
We bring organic (food and
conversations) to the breakfast table.
Deep-engagement digital platform where
consumers shared personal stories about what organic means to
them
20,000 interactions & over 3,000 thoughtful video and photo
submissions
the organic moment
Real organic moment on our lid
organic family of the
year
Contest celebrating families’ reasons for choosing organic.
Winners were sent to an organic farm
“I truly believe that switching our family to organic has kept us healthy and happier to this day!” –
Skipper Family
celebrate with organic
For every user action - enter, share, like, tweet – Stonyfield
donated to Wholesome Wave – a nonprofit that connects local
agriculture and underserved communities
250,000 actions = $50,000 donation
PHASE IVi will know my food
We motivated consumers to share their organic journey
with others.
Interactive website empowering consumers to know their food – and
our yogurt – through video, health expert blogs, word clouds,
and games.
i will know my food site
55,000 entries & interactions
Consumers scoured the web in an online
scavenger hunt to find organic items on a grocery list and fill
their totes with healthy foods.
the great food find
55,000 entries & interactions
food superheroes
One organic food choice makes you a
food superhero – consumers create their own super-profiles and like,
tweet, or share to increase our donation
to help provide healthy food
access for children
tweet to defeat
Coming in October, we will tweet to defeat GMOs by igniting an
#organic conversation on Twitter
yo-getter ambassador
s
We’ve built relationships with bloggers who
understand the importance of feeding
families in a healthy way to help promote Stonyfield
and organic
55 bloggers
twitter parties
We partnered with a mom blogger on a twitter party that
fostered the #organic and #foodsuperhero
conversations
604 tweets775,000
impressions78,000 followers
in ONE hour!
ONGOINGorganic every day
Our organic discussions are take
place every day where people gather online.
facebook engagement
Daily content tells our organic story and
connects our brand with our audience.
buzz blog
Over 5 minutes spent on site on average
We share organic stories, health
education, thought leadership, and expert
insights on our company blog.
TOTAL IMPACT
120 million
impressions
650,000
engagements
(so far - we’re still
going…)
The End (for now!)