PPB June 2020

SnugZ USA West Jordan, Utah Silver Winner OBJECTIVE: To create awareness, customer loyalty and sell more SPF 15 lip balm in a crowded market DETAILS: Supplier SnugZ created a fictional but believable professional organization, Professional Lip Balm Users Association, as the basis for this promotion, then created characters and favorite lip balm flavors based on their personalities. Distributor users became “pros” by signing up, which granted them access to a self-promo code. Creative included a professional seal for the organization that was used in all promo pieces along with the acronym PLBUA. The popular ’90s Craig David song, What’s Your Flava? , inspired the social media hashtag and promo discount code (#WHATSYOFLAVA). The strategy was to flood the industry with lip balm “pros” who belonged to PLBUA and to drive interest in being a part of this organization. RESULTS: This memorable campaign generated 5,000 unique visits to SnugZ’s microsite and more than 38,000 video views resulting in a sales increase of 14.7 percent. Insights fromBrandon Brown, vice president of marketing: What was the story behind this fun and creative idea? “We had been talking about this campaign for years. The creative was based on the flavor and different personalities of each ‘pro.’ We wanted everyone who interacted with the campaign to think about what flavor best represented their personality. The copy was casual and fun. We wanted to create a serious but fictional association for lip balm lovers. Here was our introduction: ‘Deep in the heart of the renowned SnugZ labs of West Jordan, Utah … a renegade-infused lip balm formula was pioneered that would change the way lip balmers balmed—forever. This is the story about the day the cap came off and the first professional lip balm user’s association was born: the Professional Lip Balm Users Association. Saving one lip or two at a time … You will never look at lip balm users the same again. Introducing the PLBUA’. “The strategy was to flood the industry with lip balm pros that belonged to the PLBUA and drive their desire to belong to the prestigious organization. We wanted to be memorable in a crowded space such as lip balm and to also generate some loyalty to our product.” Why do you think it was so successful? “I feel like it was successful because everyone is unique; they have their own ‘flavor.’ People also love to belong to something, a community, group of friends, others who share the same interests, etc. Everyone who signed up received a self-promo offer of their own flavor of lip balm to promote their new membership in PLBUA.” Self-Promotion Campaigns FEATURE | 2020 PPAI Pyramid Awards 22 | JUNE 2020 |