CLIF #meetthemoment

BACKGROUND/INTRODUCTION-

CLIF, a company which sells energy bars and other products for adventure seekers, has established a brand that basically makes people believe they need a CLIF product to do anything. They are very successful.

In 2014 CLIF, started a campaign to get even more involvement on their digital platforms. They wanted to hear from their audience about the adventures they are having while also donating to organizations that they are passionate about.

HOW:

In an effort to show their community involvement and their ongoing passion for outdoor adventure, CLIF implemented a 7-month long campaign in which they invited people to show them their outdoor adventures. They were asked to post a picture on their social media of their activity with the hashtag #meetthemoment.

For each hashtag, CLIF would donate $1 to an organization. CLIF chose 7 organizations. They donated to a new one each month. Each of these organizations and foundations were invested in the well-being of the earth and staying active.

CLIF went even further with their campaign by adding challenges to the back of each CLIF bar, as to give the customer an idea of how they could contribute.

WHY:

CLIF has made it clear that they love the outdoors. They ran this campaign because it completely aligns with their values and their mission statement which reads” …(we) strive for a healthier, more sustainable world – the kind of world we’d like to pass on to our children.” This campaign contributes to their mission statement because they are actively donating $1 to 7 different organizations that protect and push for outdoor involvement. After 7 months they were able to prove their mission statement and values true.

CLIF also did this for the engagement of their audience. This was a wonderful way for their followers, fans, enthusiasts and many more to become involved in their brand. This was a way for users to feel connected to CLIF and also promote their personal values and interests.

They also got buyers of products involved by issuing challenges on the back of each of their 17 flavors of bars. This would invite customers to use the challenges to become more active, engage by posting their picture on their social media with the hastag (creating even more publicity about the campaign) and gets CLIF to donate yet again to an organization.

This was a great PR move as well. CLIF was able to promote that they are a giving business. They are a company who is willing to give back and show that they are not greedy. All of the elements of the campaign spread awareness about the importance of outdoors and outdoors activity and shows that CLIF is willing to do what it takes to keep people active.

WHO:

Obviously, CLIF has a very loyal fan base. They are willing to continually buy the product no matter how expensive it is. But, the campaign I think, was reaching even more than their existing customer base. They are hoping to engage and catch attention of even more people. Their target audience might look something like this;

Demographics

- Men

- 18-30

- Single

- Mid-Western US

- College students

- No steady income or making 20k-30k.

- Renters

Psychographics

- Social media users

- Photographers

- Influencers and aspiring influencers

- Athletic

- Willing to try hiking

- Novice outdoorsmen

- Wanting to give $, but don’t have a lot of it.

I think they were trying to expand their target market by reaching people who are willing to try new outdoor activities. They are willing to “make a scene” of it by posting on their social media account about it and hashtag #meetthemoment. This will make the user seem advanced in climbing, hiking etc. This is also a great way for that person to give when they don’t exactly have money. And if they are aspiring influencers, they have a good following so CLIF’s brand and campaign will be even more known.

CAMPAIGN RESULTS-

CLIF saw a lot of success with this campaign. They were able to promote the campaign over many platforms which resulted in over 140,000 photos posted by users with the hashtag.

They were able to donate a total of $82,00. This was about $700 to each organization.

They grew their customer base as well as they were able to promote their mission statement and get more people aware and involved in what CLIF is passionate about.

Sadly, they did not reach their intended goal of $100,000 dollars donated. They were a mere $12,000 short.

ANALYSIS-

I think this was a wonderful campaign. CLIF was on point with their intentions here. They have a very strong brand and a loyal customer base and I think they capitalized on that very well. They knew that if they could get the right influence, they would be able to make a difference.

I like that they chose organizations that were meaningful to their company and what they do. They showed that they are people who stick to their values. This was a great PR move and it would get me to use their product. It was honest, sincere and real.

They chose the right method of marketing and this only increased their brand awareness. I think this is a standard that social media marketers can use when creating a campaign.