36th Annual Marketing Excellence Award Winner: Gotham Greens

PROMOTION

Influencer Engagement

STRATEGY

To highlight new greenhouse openings in Texas and Georgia and expanded distribution in Southern California, Gotham Greens executed an influencer engagement campaign to drive buzz and awareness in key markets. Giveaway mailers were filled with products from both Gotham Greens and partners.

In Texas and Georgia, outreach efforts were focused on Southern-based chefs, food reviewers, lifestyle creators, reality TV personalities and high-end photographers.

There was an influencer event in Los Angeles in collaboration with Chef Sara Tane on an urban farm, raising awareness of West Coast expansion.

RESULTS

The curated mailers were a hit. Of 150 mailers distributed across four campaigns with a potential reach of nearly 15 million followers, there was a total reach of more than 8 million. Total Instagram following increased by 1,859 (+114% over the previous two-month period), and because of all activities, engagement rate per impression increased by 19.7% during and shortly after those initiatives (as compared to the previous period).

The Mother’s Day post was particularly successful, garnering posts from four Peloton instructors, a podcast host, an actress and a former Bachelorette contestant.