Soylent Gains Loyal Brand Advocates through a candid approach

 

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Soylent Fuels Back to School Engagement

Soylent is a complete meal. Through engineered nutrition, Soylent delivers affordable, sustainable, and satisfying ready-to-drink meals in a bottle – making them perfect for on-the-go college students.

Prior to the fall 2019 back-to-school season, Soylent was on a mission to increase brand awareness among college students in select target markets, specifically by driving increased Instagram engagement, authentic user-generated content, and ultimately loyal customers. Through a PurPics partnership, Soylent was able to do just that.

“Partnering with PurPics meant more than just to support our Back to School campaign. This campaign not only increased our brand awareness but we gained passionate Soylent advocates. Since the campaign launched, we received over 100+ social mentions and gained 100+ authentic testimonies on how Soylent fueled students across multiple universities.”

Joanna Cornejo

Senior Manager, Social Media & Influencer Marketing, Soylent

Driving Awareness in Hyper Targeted Markets

To achieve their brand awareness goals, Soylent wanted to dominate specific college markets. Through PurPics nationwide network of peer influencers, Soylent selected to activate across 8 campuses in two priority markets: California and New York. Peer influencers were activated from September through December 2019, maintaining a sustained social buzz across the entirety of the ‘fall semester.’

The ask to PurPics peer influencers? Go to a retailer, purchase a Soylent product, take a photo of Soylent in your life, and post your photo to Instagram.

Enabling Creative Asks to Drive Business Objectives

While the campaign objective was to increase awareness, the creative ask emphasized the need for the user-generated content to be “candid.” Instead of a staged flat lay or perfectly-edited influencer selfie, Soylent encouraged PurPics peer influencers to post “situational shots.” They wanted to show how Soylent naturally fits into students’ lives. Through emphasizing Soylent’s “ready-to-drink” and “on-the-go” qualities, Soylent was able to seamlessly insert their product into the college lifestyle – activating PurPics peer influencers to communicate that for their brand. 

Enabling Creative Asks to Drive Business Objectives

While the campaign objective was to increase awareness, the creative ask emphasized the need for the user-generated content to be “candid.” Instead of a staged flat lay or perfectly-edited influencer selfie, Soylent encouraged PurPics peer influencers to post “situational shots.” They wanted to show how Soylent naturally fits into students’ lives. Through emphasizing Soylent’s “ready-to-drink” and “on-the-go” qualities, Soylent was able to seamlessly insert their product into the college lifestyle – activating PurPics peer influencers to communicate that for their brand. 

Students Get Behind Soylent as a Source of Fuel

At the conclusion of their PurPics campaign, Soylent not only gained increased brand awareness in their college target markets, but they fueled loyal customer growth through online peer recommendations. Soylent’s “candid theme” proved to work – driving over 100 social mentions in posts with engagement rates 8.7x higher than today’s average Instagram influencers. The authentic UGC and metrics demonstrated Soylent’s relatability and resonance among the college demographic.

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