The Challenge:
Egglife are flourless wraps made with egg whites, not flour. The founder, Peggy Johns was convinced there had to be a tasty and healthier alternative to carb-heavy foods. Egglife was created. Egglife is a brand that produces egg-based wraps that serve as low-carb, gluten-free alternatives to traditional wraps made from flour or corn.
After launching a successful social presence on Facebook, Instagram, and Pinterest, I noticed our customers were frequently asking where they could find Egglife.
Egglife is in a category of its own. While it may look like a tortilla, it is made with egg whites and is more akin to a healthier wrap. Therefore, they need to be refrigerated and not in the aisle where tortillas are frequently located. It was critical to educate consumers about where they could locate Egglife in the retailer and in what retailers they could find them.
The Solution:
I launched a two-phase strategy leveraging the visual first social platforms; Facebook, Instagram, and Pinterest to communicate Where To Find Egglife. Our strategy initially started with an awareness campaign targeting current customers, introducing them to Egglife and directing them to retailers before rolling out to a broader audience.
By utilizing Egglife’s mascot, and adding humor, and movement to our creative, we were able to connect with Egglife’s audience via social media and foster a hyper-engaged community.
The Results:
Following my success at Egglife Foods – all goals were exceeded – Egglife provided me a Gold Star of approval. In Phase Two, by using creative messaging, activating paid media, social media (both paid and owned), and earned media (PR and social) we were able to transform awareness into consideration and foster a lasting interest in their product.
- Social Media followers increased by ten-fold
- Link to “where to find” increased by 75%