Case Study #2 CLIF Bar #MeetTheMoment Campaign CLIF Bar is recognized as one of the outstanding outdoors companies that promotes the shining and exciting part of adventures. Many enthusiast athletes rely on the healthy and good taste that the CLIF Bar can offer. In the year of 2014, most specifically in the month of June, CLIF Bar launched a campaign called “#MeetTheMoment” which consisted in building a spirit of adventure among their audience by sharing pictures portraying their activities/adventures and using the CLIF Bar on it. They had to upload the picture using the hashtag #MeetTheMoment. The action taken out of the strategy mentioned before was that for each hashtag included in a picture showing the bar, CLIF would donate $1 to a list
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CLIF for sure has a sportive, creative, enthusiastic, brave and vivid audience that seeks adventures and enjoys outdoors. Another not so obvious audience is the people they are trying to inspire to join in outdoor activities such as hiking, climbing, bikers, etc, and give them a start in this full of adventure life, so a CLIF Bar is ready to offer a challenge on their wrappers. Finally, another strategic group that was targeted would be the people already interested or following the companies supported by CLIF such as The International Mountain Biking Association (IMBA) or American White …show more content…
I believe this campaign was successful; it achieved a lot by calling people to act upon their passions, and giving them the satisfaction for supporting environment-friendly companies. I do, think that was useful and effective for them as a company to have ran this campaign, awareness and engagement improved, and a good image before the customers from the CLIF Bar brand increased due to the supporting programs like these.
However, what made it successful for me was the engagement that the fans gave, that allowed CLIF to have real and abundant advocates to work with. The audience’s response to the campaign was critical, without them as advocates, nothing would have been done. Also, motivating the audience with real influencers and ambassadors was a good tactic that definitely worked in favor. Finally, I would like to add a little suggestion, based on the research I did, they did not updated monthly their improvements, and they could have made videos featuring the cause about the organization they were helping
CLIF for sure has a sportive, creative, enthusiastic, brave and vivid audience that seeks adventures and enjoys outdoors. Another not so obvious audience is the people they are trying to inspire to join in outdoor activities such as hiking, climbing, bikers, etc, and give them a start in this full of adventure life, so a CLIF Bar is ready to offer a challenge on their wrappers. Finally, another strategic group that was targeted would be the people already interested or following the companies supported by CLIF such as The International Mountain Biking Association (IMBA) or American White …show more content…
I believe this campaign was successful; it achieved a lot by calling people to act upon their passions, and giving them the satisfaction for supporting environment-friendly companies. I do, think that was useful and effective for them as a company to have ran this campaign, awareness and engagement improved, and a good image before the customers from the CLIF Bar brand increased due to the supporting programs like these.
However, what made it successful for me was the engagement that the fans gave, that allowed CLIF to have real and abundant advocates to work with. The audience’s response to the campaign was critical, without them as advocates, nothing would have been done. Also, motivating the audience with real influencers and ambassadors was a good tactic that definitely worked in favor. Finally, I would like to add a little suggestion, based on the research I did, they did not updated monthly their improvements, and they could have made videos featuring the cause about the organization they were helping