horizon organic case study -...

INFLUENCER MARKETING SUCCESS STORY

HORIZON ORGANIC EDUCATES TOP BLOGGERS AND BUILDS BRAND AFFINITY Introduction Horizon Organic is a pioneer in organic dairy products and makes caring for the community and the environment an everyday priority. As part of their commitment to support healthy families, Horizon Organic places a premium on the quality of their products, promising consumers wholesome, nourishing, organic foods. Horizon Organic number one selling product is their DHA fortified milk. DHA is an Omega 3 Fatty Acid, and is structurally important to the health of our eyes, brain, and heart.

The Challenge

DHA-enhanced food products are a relatively new concept and many consumers do not fully understand DHA, what it does, and why Horizon Organic fortifies its milk with DHA. Horizon wanted to reach out to influential Mom Bloggers, empower them with knowledge about DHA, and explain the important role it plays in developmental health.

The Solution Using its influencer marketing software, TapInfluence recruited 30 top mom bloggers and their readers to create informative content in effort to educate consumers about DHA. Bloggers were armed with important information ahead of time about DHA (gained from conference calls with Horizon Organic’s head nutritionist and product information) and encouraged to make their blog posts personal and experiential. In addition, TapInfluence knew it was extremely important to make the content engaging as well as educational, so the campaign included a recipe component. Each Blogger shared a kid-friendly DHA Omega 3 recipe and asked their readers, “What are other ways you sneak Omega-3 into your family’s diet?”

IntroductionHorizon Organic is a pioneer in organic dairy

products and makes caring for the community and

the environment an everyday priority. As part of their

commitment to support healthy families, Horizon

Organic places a premium on the quality of their

products, promising consumers wholesome,

nourishing, organic foods. Horizon Organic number

one selling product is their DHA fortified milk. DHA

is an Omega 3 Fatty Acid, and is structurally

important to the health of our eyes, brain, and heart.

The ChallengeDHABenhanced food products are a

relatively new concept and many

consumers do not fully understand DHA,

what it does, and why Horizon Organic

fortifies its milk with DHA. Horizon wanted

to reach out to influential Mom Bloggers,

empower them with knowledge about DHA,

and explain the important role it plays in

developmental health.

The SolutionUsing its conversational technology solution, called a Sponsored Conversation, BlogFrog recruited

30 top mom bloggers and their readers to help start an online conversational movement to

educate consumers about DHA. Bloggers were armed with important information ahead of time

about DHA Jgained from conference calls with Horizon Organic’s head nutritionist and product

informationL and encouraged to make their blog posts personal and experiential.

In addition, BlogFrog knew it was extremely important to make the online conversation engaging

as well as educational, so the campaign included a recipe component. Each Blogger shared a

kidBfriendly DHA Omega 3 recipe and asked their readers, “What are other ways you sneak

OmegaB3 into your family’s diet?”

Horizon Organic’s marketing objectives were to drive

awareness and informative conversation around the

benefits of DHA among women and moms and drive consumer

discussion to their online community.

HORIZON ORGANIC EDUCATES TOP BLOGGERS AND BUILDS BRAND AFFINITY

SPONSORED CONVERSATION SUCCESS STORY

2100 Central Ave, Suite 200, Boulder, CO 80301 � 720.358.2564 � www.theblogfrog.com

IntroductionHorizon Organic is a pioneer in organic dairy

products and makes caring for the community and

the environment an everyday priority. As part of their

commitment to support healthy families, Horizon

Organic places a premium on the quality of their

products, promising consumers wholesome,

nourishing, organic foods. Horizon Organic number

one selling product is their DHA fortified milk. DHA

is an Omega 3 Fatty Acid, and is structurally

important to the health of our eyes, brain, and heart.

The ChallengeDHABenhanced food products are a

relatively new concept and many

consumers do not fully understand DHA,

what it does, and why Horizon Organic

fortifies its milk with DHA. Horizon wanted

to reach out to influential Mom Bloggers,

empower them with knowledge about DHA,

and explain the important role it plays in

developmental health.

The SolutionUsing its conversational technology solution, called a Sponsored Conversation, BlogFrog recruited

30 top mom bloggers and their readers to help start an online conversational movement to

educate consumers about DHA. Bloggers were armed with important information ahead of time

about DHA Jgained from conference calls with Horizon Organic’s head nutritionist and product

informationL and encouraged to make their blog posts personal and experiential.

In addition, BlogFrog knew it was extremely important to make the online conversation engaging

as well as educational, so the campaign included a recipe component. Each Blogger shared a

kidBfriendly DHA Omega 3 recipe and asked their readers, “What are other ways you sneak

OmegaB3 into your family’s diet?”

Horizon Organic’s marketing objectives were to drive

awareness and informative conversation around the

benefits of DHA among women and moms and drive consumer

discussion to their online community.

HORIZON ORGANIC EDUCATES TOP BLOGGERS AND BUILDS BRAND AFFINITY



2100 Central Ave, Suite 200, Boulder, CO 80301 • 720.358.2564 • www.tapinfluence.com

The Impact The mom bloggers took the information provided by the Horizon Organic nutritionist and wrote wonderful posts explaining DHA’s nutritional importance, and though not required, most included the Horizon Organic product in their recipes. The engagement driven by the bloggers content regarding DHA and the recipes were a huge success, prompting 516 women to talk about Omega-3 in their families’ diet with Horizon Organic, mom bloggers and other women, in an online community hosted by Horizon Organic. At the start of the campaign, TapInfluence guaranteed 1 million social media impressions and an additional 1 million content impressions placed on top mom blogs. The campaign goals were over-delivered by 200%, with campaign impressions totaling 6.37 million. Now that’s healthy!

The ImpactThe mom bloggers took the information provided by the Horizon Organic nutritionist and wrote wonderful posts explaining DHA’s nutritional importance, and though not required, most included the Horizon Organic product in their recipes.

The conversations started by the bloggers about DHA and the recipes were a huge success, prompting 516 women to talk about OmegaF3 in their families’ diet with Horizon Organic, mom bloggers and other women, in an online community hosted by Horizon Organic.

At the start of the campaign, BlogFrog guaranteed 1 million social media impressions, and an additional 1 million conversational ad unit impressions placed on top mom blogs. The campaign goals were over4delivered by 200%, with campaign impressions totaling 6.37 million. Now that’s healthy!



The campaign engaged over 500 women

to talk about Omega43 in their families

diet. The conversation was so successful, it reached 3 times as many people as intended, for a total

of 6.37 million impressions.

Discussion Tweets Facebook Posts

The ImpactThe mom bloggers took the information provided by the Horizon Organic nutritionist and wrote wonderful posts explaining DHA’s nutritional importance, and though not required, most included the Horizon Organic product in their recipes.

The conversations started by the bloggers about DHA and the recipes were a huge success, prompting 516 women to talk about OmegaF3 in their families’ diet with Horizon Organic, mom bloggers and other women, in an online community hosted by Horizon Organic.

At the start of the campaign, BlogFrog guaranteed 1 million social media impressions, and an additional 1 million conversational ad unit impressions placed on top mom blogs. The campaign goals were over4delivered by 200%, with campaign impressions totaling 6.37 million. Now that’s healthy!



The campaign engaged over 500 women

to talk about Omega43 in their families

diet. The conversation was so successful, it reached 3 times as many people as intended, for a total

of 6.37 million impressions.

Discussion Tweets Facebook Posts

horizon organic case study -...

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