RUNA increases authentic brand advocacy with targeted sampling 

 

11,888

Samples Distributed

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222

Total Posts

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48.1%

Avg. Engagement Rate

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RUNA Offers Plant-Powered Energy

Grown in rainforest gardens, Runa is a clean energy drink “from a leaf not a lab.” Powered by Guayusa (G-WHY-YOU-SA), a super leaf found almost exclusively in the Amazonian forests, Runa has more caffeine than a cup of coffee without the crash.

“PurPics seamlessly ties together our brand’s strategy to reach college students, achieve high social media engagement, and stay connected to social causes. We look forward to a larger and broader partnership with PurPics in the future.”

William Lane

Brand Director, RUNA

Reaching Untapped College Consumers 

Given that caffeine is a college staple, Runa was driven to reach college students who could benefit from a clean energy drink. However, the brand struggled to reach this important demographic without an existing collegiate field marketing program. They wanted to directly reach college students who had never heard of Runa before through product sampling, and hoped to tap into an existing network of college students, rather than exhaust resources to build a network from scratch. PurPics was able to fill the gap for Runa, and provided the brand a means to reach university students across multiple target cities in a meaningful way.

Activating Peer Influencers

Runa used PurPics to coordinate on-campus campaigns throughout 2019 to increase sampling efforts and drive brand awareness within the college community. The campaigns targeted Gen Z consumers through the use of the PurPics peer influencer network and prioritized getting the product directly into the hands of consumers, resulting in authentic user-generated content.

Activating Peer Influencers

Runa used PurPics to coordinate on-campus campaigns throughout 2019 to increase sampling efforts and drive brand awareness within the college community. The campaigns targeted Gen Z consumers through the use of the PurPics peer influencer network and prioritized getting the product directly into the hands of consumers, resulting in authentic user-generated content.

Students Get Behind RUNA

Runa selected 4 campuses in priority markets: the University of California at Los Angeles, University of California San Diego, San Diego State University, and New York University. They were able to distribute over 11,000 samples using the PurPics network – placing products straight into the hands of college students in their target markets.

In total, the Runa campaigns resulted in 160+ pieces of high-quality UGC. PurPics peer influencers posted photos enjoying Runa on campus, in the city, and at the beach. The authenticity of these posts resulted in strong social media engagement, and ultimately turned consumers who had never heard of Runa into positive brand advocates. 

Through the PurPics platform, Runa was also able to help students raise over $5,500 for their organizations and causes they care about. Overall, the success of the program was proven in the high social engagement rates and authentic collegiate student feedback.

A Lift in Purchase Intent

To further gauge campaign impact, Runa conducted a short pre and post survey with PurPics users and their extended network at the University of California, Los Angeles. Overall, there was a 28% lift in brand awareness post-campaign. Prior to the campaign, only 20% of students reported RUNA brand recognition. After their campaign, RUNA saw brand recognition more than triple, with 75% of students reporting they heard RUNA being talked about often or very often. Additionally, RUNA saw a 37% lift in purchase intent from college students after the campaign.

A Lift in Purchase Intent

To further gauge campaign impact, Runa conducted a short pre and post survey with PurPics users and their extended network at the University of California, Los Angeles. Overall, there was a 28% lift in brand awareness post-campaign. Prior to the campaign, only 20% of students reported RUNA brand recognition. After their campaign, RUNA saw brand recognition more than triple, with 75% of students reporting they heard RUNA being talked about often or very often. Additionally, RUNA saw a 37% lift in purchase intent from college students after the campaign.

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