Reddi-wip's goal was to become more top-of-mind for consumers, increase usage occasions by connecting with consumers on a more emotional level and stand for something bigger than itself – namely: JOY.
A survey Reddi-wip commissioned found that 93 percent of Americans want to find more ways to experience joy every day and only two in five Americans think they have enough joy in their lives. As the champion of bringing unexpected joy, Reddi-wip set out on a mission to help people experience more joy every day.
Through the #ShareTheJoy program, we aimed to:
• Establish the problem that consumers overlook everyday moments of joy, and establish Reddi-wip as an everyday source of joy
• Build credibility for Reddi-wip to speak about joy and its role in life by connecting the brand to a spokesperson and third-party voices
• Generate awareness and participation in the brand's #ShareTheJoy movement
To set up a problem/solution scenario that would interest media and consumers and establish a credible point of view on joy for Reddi-wip, we partnered with well-known joy expert Dr. Sonja Lyubomirsky, Ph.D Psychology, to conduct extensive primary research and develop the video content and infographic to tell our story.
We built a detailed program framework rooted in the Reddi-wip mission to share the small moments of joy all around us. The program contained three content pillars (joy is sensorial, joy in the moment and joy has a catalytic effect) to guide influencer content development, including planned content based on research findings that illustrate the joy gap consumers experience as well as timely recipe and lifestyle themes to inspire finding and sharing more joy in everyday life.
To slowly build program momentum, we began distributing social content from Reddi-wip's channels (all content received paid support).
We introduced the #ShareTheJoy program by partnering with six always-on joy ambassadors, Inspired By Charm, Mom On Timeout, Totally The Bomb, Kids Activities Blog, Your Modern Family and Taste and Tell, who spread joy-focused content on topics like food, lifestyle, home and parenting – each appealing to known passion points for the Reddi-wip target audience. Throughout the year, ambassadors created editorial content focused on "joy missions" in their local communities, which inspired people to experience and share joy with others in their lives. All content was amplified via the ambassador's social channels, Reddi-wip's owned social channels, Reddi-wip's online content hub and content discovery, garnering further reach.
We also released a hero video via paid owned social. The video introduced our joy expert, Dr. Lyubomirsky, who told the #ShareTheJoy story, weaving in study findings and a heartwarming social experiment that showed how kids willingly share joy with other kids. One child was given a cupcake topped with Reddi-wip, and another child wasn't. The kids naturally — without being prompted — shared the joy of the Reddi-wip treat together, demonstrating that we all have the innate ability to do so.
Impact & Sustain
Always-on ambassadors continued throughout the year with amplification, creating waves of content around key moments for Reddi-wip and maintaining program momentum. For example, on Valentine's Day, we recruited six more influencers to generate joy-related content – Cookies and Cups, Crazy for Crust, Life Love Sugar, A Treats Affair, This Silly Girl's Kitchen and The Cake Blog – and, again, all content received amplification to maximize reach during the short holiday window.
Other key pulse points, like the Grammy's and the start of spring time, were used to share timely joy-related content from Reddi-wip social media profiles, sustaining the conversation after ambassador content was complete.
Our ambassador content generated more than 45 million impressions overall. The ambassadors, who tagged and linked to Reddi-wip social profiles in their content, helped owned content from Reddi-wip social channels (Facebook, Twitter, Instagram and Pinterest) generate more than 1.1 million impressions. Engagement with the campaign on Reddi-wip's two primary social media platforms – Facebook and Pinterest – exceeded expectations with more than 503,000 interactions across both channels.
The yearlong ambassador program sparked a 2 percent increase in social media conversations about everyday moments of joy consumers experienced and positive online sentiment for the brand and joy ambassadors (including 1,195 posts featuring the program hashtag). By the end of the #ShareTheJoy program, Reddi-wip's social community grew by nearly 7,000 followers, including doubling the size of its Twitter community.