Strategy. Concept. Creative Direction.
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Orange Juice is a fairly low-interest category. Well, except for one small thing…PULP! It’s the one thing that everybody seems to be weirdly passionate about. So, to coincide with the 2016 U.S. Presidential Election, we launched The Great Pulp Debate: a 6-week digital/social campaign to let “We The People” decide, once-and-for-all how much pulp is the right amount of pulp. And, of course, to provide some much-needed levity in a time of national, um, “reflection.”
Attack Ads!
Every good political campaign deserves some drama (even if it’s just about orange juice). So we wrote and produced some intra-family attack ads.
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Pulp Polling Station
Of course, we created an online voting booth —GreatPulpDebate.com— where voters could cast virtual ballots, download cool “I VOTED” swag, and challenge their friends and loved ones.
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Facebook Live Debate
Three “Pulp-a-ticians” – Ms. No Pulp, Mr. Some Pulp, and Cpn. Most Pulp — answered tough questions from the audience, and made their cases directly to the American people, live, on Facebook. And one of them may have kissed a baby.
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Facebook Live Focus Group
A feisty group of completely ordinary citizens discussed their reaction to the Live Pulp Debate in excruciatingly personal detail.
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Live Analysis
Two prominent pulp pundits plumbed the depths of pulp in the first, ever, live, interactive online poll in Facebook Live history.
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Pulp Propensity Test
This fun online quiz used internet science to determine how much pulp we actually like. Go ahead, take it for yourself.
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Results!
- The campaign reached over 11,000,000 consumers, more than 2X our goal
- Generated consumer interaction with over 868M social engagements
- Surpassed both paid and organic social engagement benchmarks
- Maintained efficiency with an overall CPM 15% lower than the industry standard and a CPV 35% less than goal
Oh, and in case you’re interested… Most Pulp won. Take that, other SKUs!
