To drive sampling and awareness of Steaz, a leading natural beverage company, LANE took one of the brand’s taglines – “Mind. Body. Soul.” – on the road with an experiential tour through seven key markets. To reach wellness-focused consumers, the strategy centered on a fun, interactive traveling booth and alignment with healthy lifestyle events. Efforts were supported with 360 marketing and promotions on a regional and national scale, across traditional and digital channels.
LANE had a custom outdoor event booth created to include elements designed to attract consumers and tout a priority product line, Steaz Cactus Water. A branded wagon carried samples, a prize wheel awarded branded swag, and a “Cactus of Wisdom” dispensed wellness-inspired messages with the push of a button. The booth traveled along the healthy lifestyle event tour, which involved Steaz sponsorship of consumer events that attracted well-aligned demographics. LANE supported all activations with proactive media relations, paid influencer partnerships and social media content.
LANE’s approach drove trial and awareness for Steaz in key markets. Dedicated consumer events totaled 18 across seven critical markets, and the campaign reached 81,000 brand-right consumers and distributed 22,000 product samples. Media picked up on the Steaz story, which appeared in 126 placements representing 48 million impressions.
Further, 50 social media posts spurred 52,000 social media impressions, and 30 unique influencer posts across Instagram resulted in a total reach of 5 million and an engagement rate of 1.96 percent (31 percent higher than the standard industry average).
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