Objectives

HONEST TEA SPARKS COMMUNITY-BUILDING MOVEMENT BY ASKING PEOPLE TO BE #REFRESHINGLYHONEST: On National Honesty Day (4/30), Honest Tea announced the launch of its #RefreshinglyHonest Project, a summer-long campaign inviting people to share their #RefreshinglyHonest thoughts with friends, family and their social networks. Building on the insight that there are many things we all honestly feel and do but seldom say, the campaign aims to create connection and community by sharing the less-than-perfect but common moments that make up our daily lives.

• The #RefreshinglyHonest project kicked off with a documentary video series, showing people who are taking the step toward being #RefreshinglyHonest.
• The #RefreshinglyHonest project will continue through August with a series of digital and physical activations, including:
  • The release of a series of sharable Honesty Cards that tell commonly-held #RefreshinglyHonest sentiments
  • A pop-up "shop" in Boston, where consumers can share their #RefreshinglyHonest truths in person, in exchange for prizes and free Honest Tea
  • A variety of physical event activations in cities across the US to collect data for Honest Tea's annual National Honest Index
  • A consumer sweepstakes where those who use "#RefreshinglyHonest #sweepstakes" on their social media networks will be entered to win a trip to the Most Honest City in America, Honolulu.
  • A content partnership with BuzzFeed
  • The project will culminate with the National Honesty Index, Honest Tea's annual study to determine how honest various US cities are.

Strategy and Execution

Phase 1 (National Honesty Day)

•Kick off with the first video from a summer-long documentary series showing real people taking a step toward being #RefreshinglyHonest in their personal lives.

•Release of a series of shareable Honesty Cards that tell commonly-held #RefreshinglyHonest sentiments for consumers to share on social media.

•Launch social media partnerships with top mom influencers/millennial influencers to share their own #RefreshinglyHonest moments on Instagram and Snapchat about parenting, make up, and life. Influencers include: Trista Sutter (Bachelorette), Lauren Bushnell (Bachelorette), Joy Cho (Oh Joy), Ilana Wiles (Mommy Shorts), Branden Harvey, and more!

•Launch Buzzfeed partnership with original content.

Phase 2 (National Iced Tea Day)

•Kick-off the sweepstakes encouraging consumers to share their own #RefreshinglyHonest thoughts on Instagram, Facebook and Twitter to be entered to win an all-expense paid trip to one of our nation's most honest cities, as determined by Honest Tea's 2016 National Honesty Index.

•Send #RefreshinglyHonest mailers to homegrown ambassadors and custom Snapchat filters to activate earned media.

Phase 3 (National Honesty Index)

•Conclude with the announcement of National Honesty Index results (naming the top most honest cities in the US) and of the winning sweepstakes entry that will be going on the trip.

•Continue Buzzfeed partnership with original video content.

Results

•Social Impressions YTD: 58,209,019

•Documentary Views (Gabrielle and the Ice Cream Cone): 1,302,145

•937,393 Facebook

•362,993 YouTube

•27% average completion rate

•19% on full-length

•35% on :60

•Documentary Views (Colleen and the chicken): 2,069,281

•1.92M+ views on Facebook

•980 views on Instagram

•31% completion rate

•Influencer Impressions: 5,200,000

•#RefreshinglyHonest Hashtag Uses: 7,008

•Sweepstakes Entries: 8,797

•Honesty Card Shares: 14,389

OVERALL Social Platform Growth: 15.6% growth vs. YA

Media