Combining creativity and cognitive data-driven insights to start a revolution.
Combining creativity and cognitive data-driven insights to start a revolution.
Based on a strong team insight in how consumers were enjoying guacamole at home, Sabra came to Digital Surgeons for help in jumpstarting their new categories business with the launch of a revolutionary, new guacamole product, Veggie Fusions. But, in order to enter a challenging guacamole market where a variety of competitors already existed, Digital Surgeons launched a comprehensive research study that broke down the market to best position Veggie Fusions amongst less innovative challengers.
Using Digital Surgeons’ proprietary Insights Product, data was collected and processed through Natural Language Processing and the power of IBM Watson’s Cognitive Cloud to inspire strategic business differentiation based on human-centered design. The result was a targeting strategy focused on older millennials who tend to be early adopters and the most likely to respond to product innovation during key, recognizable consumption moments in their day. With this approach, a new phrase was coined: “GuacaMoments.”
Utilizing advanced social listening techniques to uncover trends, compensating behaviors, and unarticulated needs.
Gaining a deeper understanding of consumers through linguistic analytics to go from personalized to predictive.
Fueling innovations that resonate more deeply with an audience, furthering engagement and growth.
While the insights helped understand key moments for purchase and consumption, it also helped to recognize differentiating visual cues that would help reach the target audience. The learnings found that older, culturally-relevant, innovative millennials would respond strongly to bright colors and high contrast visuals. So, a visual language was designed that echoes the vibrancy of the Veggie Fusions Packaging but that also emphasizes the fusion between vegetables and traditional guacamole.
Digital Surgeons kicked off Super Bowl weekend as the Official Dips of the Super Bowl with a surprise pop-up event in Palo Alto, targeting influencers from world-renowned Stanford University, not only to boost awareness of Sabra, but also of Digital Surgeons’ launch of the new Sabra Snapchat account. The event targeted an area known for millennial early adopters, with an immediate crowd of over 3,000 people, and over six million earned media impressions that day alone.
The team then directed a photoshoot that captured the real ingredient assets in a manner that would maintain an air of authenticity that is valuable to the key millennial advocates. The results were a mix of real, natural ingredients fused with high contrast pops of color that stand out amidst a crowded market where the celebration of traditional Mexican heritage of guacamole is commonplace.
A fully responsive, mobile-first site was developed with a focused user experience that directs consumers to two purchase influencers: coupon redemption and where to buy (store locator).
A series of Facebook and Instagram ads were designed to build on the video experiences and continue targeting key GuacaMoments based on the audience, resulting in over 100 million impressions.
CPG brand growth is only as great as the customers that aid in the distribution and support of these amazing products. Working closely with the brand management teams at Sabra we launched a series of sales videos and activations for the Sabra marketing and sales teams to help drive awareness and customer efficacy.
Digital Surgeons utilized GuacaMoments to reach our consumer during specific digital moments throughout their day in order to inspire purchase and consumption. The leading execution of this focused on a heavy Youtube pre-roll and Facebook video strategy, with almost 100 million impressions on Youtube alone.