An industry trade group connects with consumers. It's worth it.
Organic products offer tremendous benefits to consumers, but even long-time shoppers may not know the whole story much less newcomers. That's why Haberman launched the storytelling platform, "Organic. It's Worth It," for the Organic Trade Association (OTA) to introduce the nation to the benefits of organic. The campaign continues today with targeted pay-per-click ads that link OTA's educational content to timely news items.
Results:
- "Organic. It's Worth It" campaign generated 15,000+ newsletter signups and tens of thousands of hits to the consumer site.
- A school-focused initiative, "Organic. It's Worth It In Schools," led to more than 1,100 nominations for schools wanting to win an organic garden or vending machine.
- In the first two months, PPC ad campaign expanded OTA fan base on Facebook and Twitter fivefold.
Storytelling Tools:
Storytelling platform, targeted pay-per-click and banner advertising, consumer website development, SEO/SEM, social media, school contest, strategic communications
