Little Changes, Big Rewards
PadillaCRT and the U.S. Highbush Blueberry Council (USHBC) sought to improve the overall health of Americans by encouraging them to eat more blueberries. The companies realized that though most people aspire to be healthier, a healthier lifestyle can be difficult to remain committed to. This began the launch of a campaign aimed towards making small, easy changes that could lead to large health rewards. This resulted in the use of the slogan “Little Changes, Big Rewards.”
The Little Changes, Big Rewards campaign targeted women ages 25-45. To influence positive attitudes about blueberries as a little change, USHBC aimed to gain national media coverage, engage key trade audiences, and build upon the reputation of …show more content…
Alison Sweeney premiered on The Ellen Show, Access Hollywood, AOL Food and other shows. The partnership with Sweeney was beneficial to the campaign because she is an opinion leader within the health community. Sweeney’s alignment with the campaign also helped to build credibility. She is respected in her profession, and audiences are more likely to accept messaging from sources viewed as trustworthy. She also has a large following on social media. To date, she has over 600,000 followers on Facebook alone. Research shows that of The Biggest Loser viewers, 74 percent are between the ages of 25-54. 72 percent of all viewers are female. These demographics fall in line with the target market. Sweeney was able to use her popularity to gain awareness by issuing a monthly Little Changes Challenge. These challenges were promoted through both social media and The Blueberry Council website. This type of communication output motivates action and demonstrates both audience engagement and salient …show more content…
We discovered that most magazines used, targeted only women. Including men’s health magazines would have expanded the participants in the campaign. We discovered the campaign could have added dads and single men to the target market. It primarily focused on moms and females as primary consumers, but there are a rising number of single dads and dual father households. This is why encouraging dad bloggers would have benefited the campaign as well. We felt USHBC also could have partnered with YMCA and local gyms to teach the healthier lifestyle to the instructors at each location. In addition, partnering with youth groups, wellness centers, and childcare facilities would have created an opportunity for increased awareness. Upon researching the Little Changes, Big Rewards campaign, the slogan is one used by various organizations. A more personalized slogan would have allowed Little Changes, Big Rewards to separate itself from other campaigns. Another suggestions would have been to build a vanity URL. The Blueberry Council site had a small portion dedicated to the campaign. However, a more detailed page could have provided more information to viewers. Every other aspect of this campaign was excellent. Little Changes, Big Rewards is a campaign that should be used as a comparison for future public relation
PadillaCRT and the U.S. Highbush Blueberry Council (USHBC) sought to improve the overall health of Americans by encouraging them to eat more blueberries. The companies realized that though most people aspire to be healthier, a healthier lifestyle can be difficult to remain committed to. This began the launch of a campaign aimed towards making small, easy changes that could lead to large health rewards. This resulted in the use of the slogan “Little Changes, Big Rewards.”
The Little Changes, Big Rewards campaign targeted women ages 25-45. To influence positive attitudes about blueberries as a little change, USHBC aimed to gain national media coverage, engage key trade audiences, and build upon the reputation of …show more content…
Alison Sweeney premiered on The Ellen Show, Access Hollywood, AOL Food and other shows. The partnership with Sweeney was beneficial to the campaign because she is an opinion leader within the health community. Sweeney’s alignment with the campaign also helped to build credibility. She is respected in her profession, and audiences are more likely to accept messaging from sources viewed as trustworthy. She also has a large following on social media. To date, she has over 600,000 followers on Facebook alone. Research shows that of The Biggest Loser viewers, 74 percent are between the ages of 25-54. 72 percent of all viewers are female. These demographics fall in line with the target market. Sweeney was able to use her popularity to gain awareness by issuing a monthly Little Changes Challenge. These challenges were promoted through both social media and The Blueberry Council website. This type of communication output motivates action and demonstrates both audience engagement and salient …show more content…
We discovered that most magazines used, targeted only women. Including men’s health magazines would have expanded the participants in the campaign. We discovered the campaign could have added dads and single men to the target market. It primarily focused on moms and females as primary consumers, but there are a rising number of single dads and dual father households. This is why encouraging dad bloggers would have benefited the campaign as well. We felt USHBC also could have partnered with YMCA and local gyms to teach the healthier lifestyle to the instructors at each location. In addition, partnering with youth groups, wellness centers, and childcare facilities would have created an opportunity for increased awareness. Upon researching the Little Changes, Big Rewards campaign, the slogan is one used by various organizations. A more personalized slogan would have allowed Little Changes, Big Rewards to separate itself from other campaigns. Another suggestions would have been to build a vanity URL. The Blueberry Council site had a small portion dedicated to the campaign. However, a more detailed page could have provided more information to viewers. Every other aspect of this campaign was excellent. Little Changes, Big Rewards is a campaign that should be used as a comparison for future public relation