Today on Cause Talk Radio, Megan and Joe talk to Clovis Siemon, video marketing manager, at Organic Valley about their Save the Bros campaign, a spoof on the traditional charity PSA. The initial Save the Bros video attracted over 2.4 million views on YouTube and generated a “significant increase” in product sales following the launch.

After the initial video’s success, Organic Valley followed up by announcing the Brononymous Hotline, a way to anonymously send a coupon for Organic Fuel and one of seven video messages to a “bro” you know on Twitter to encourage them to “protein responsibly.”

Megan, Clovis, and Joe discuss:

• What is Organic Valley? Short answer: it’s a billion dollar company!
• The different approach Organic Valley took to promote its new protein shake with 26 grams of organic protein.
• How Save the Bros didn’t happen overnight. Organic Valley worked with two different agencies and went through 29 rounds of creative that took months and months!
• To enter into a new category, Organic Valley focused on “shock and awe” appeals. They considered some crazy ideas.
• How the campaign was disruptive but still on-point and on-trend for the brand.
• How Organic Valley distributed Save the Bros. They started with Upworthy, Youtube, Facebook and Twitter. Facebook was the best performer.
• The follow up to Save the Bros was The Brononymous Hotline. They launched it on Twitter.
• The irony of the Save the Bros is that bodybuilders aren’t the target audience.
• What were the marketing takeaways for Organic Valley following the success of Save the Bros.

Show Notes

• Just Because It’s a Good Cause Doesn’t Mean Your Marketing Shouldn’t Be Edgy
• This Co-operative Is the World’s First Billion-Dollar Organic Food Company
• Organic Valley
• The Brononymous Hotline
• Wine to Water: The Real Miracle of the “Miracle Machine”