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CRUSH IT
Case Study: Dave's Killer Bread Organic Snack Bars Launch
An Integrated Launch Campaign Made for Crushing It
When Dave’s Killer Bread was ready to break out of the bread aisle with its new Organic Snack Bars, Maxwell got to work, delivering a fully integrated campaign to ensure a successful launch.
THE APPROACH
To create a campaign theme in keeping with the DKB brand “you got this” ethos, Maxwell embraced the “anti-hustle hustle” cultural trend, encouraging snackers to celebrate daily wins big and small with the DKB’s grab-and-go bars – a snackable reward to fuel tiny triumphs.
With the aim of increasing awareness among existing Breadheads – a legion of more than 1 million fans – and attracting new consumers to the brand, the 7-week campaign supported the path to purchase with organic and paid social, owned content, influencer partnerships and a PR push.
With awareness and engagement goals top of mind, we created an interactive “Crush It Checklist” inviting BreadHeads and beyond to check off their daily wins – both big and small – to win product and a series of prizes. With list options like “Fed the cat” and “Started a 401K,” we saw fans get excited about CRUSHING IT at life. The landing page also shared details about the new bars and helped consumers find bars at their local stores.
Campaign elements included:
- A range of paid social ad formats celebrated tiny triumphs, promoting new product availability and enticing with bold color, branded graphics, diverse talent and creative calls to action. The ads boosted awareness and drove traffic to the Crush It landing page, where we engaged fans in the giveaway and supported the path to purchase. Appealing lo-fi video ads on Dave’s feed also highlighted the feel-good, “you got this” messaging while TikTok creator-made content spiked impressions.
- We tapped into influencers in parenting, comedy and motivational spaces who took on activities fueled by DKB’s snack bars to conquer their days with #crushit energy while engaging fans.
- Fan emails boosted awareness and engaged consumers through interactive content like the “Crush It Checklist” giveaway.
- Media partnerships with the likes of Vox, Thrillist, Popsugar and Eater reached grocery and snack shoppers.
- A launch release, tailored pitches and award entries helped make headlines.
RESULTS:
- Crush It themed content from INFLUENCER PARTNERS fueled by Snack Bars, tripled actual reach goals.
- TIKTOK CREATIVE EXCHANGE ADS surpassed targets by 33%.
- MEDIA RELATIONS efforts exceeded expectations including the Thrillist Native Ad overdelivering by 131%.
- Fans were highly engaged with the interactive ‘Crush It Checklist,’ driving excitement around the content and giveaways, which led to a surge in entries.
