What if a brand could weaponize transparency?
Background:
Oregon’s Humm Kombucha is a national beverage brand with a clear differentiator— their drinks have less sugar than their competition across the board. Their problem? Nobody knows that. They needed a clever and effective way to let the world know which kombucha they should reach for when they are looking for a healthy drink.
Ask:
Create a campaign that generates awareness and trial of Humm, the low-sugar Kombucha, among current in-category drinkers.
What We Did
We created a multi-channel campaign called “Sugar is hiding everywhere” to capitalize on something that is often missing in advertising: Honesty. Our campaign showed drinkers where the sugar is hiding both in the kombucha aisle and in other places you might not expect, like ketchup. Or bread, even.
The media plan included branded partnerships with Well & Good, video and display placements with Amazon (their primary eComm location), paid social on Meta, and podcast advertising. The two-month campaign led to strong brand awareness, consideration, and an increase in direct sales. We then sent users to a landing page to compare and contrast Humm with other common sources of high sugar.
Results
At multiple levels, the campaign was an overwhelming success. The campaign drove the following.
9% increase in sales on Amazon vs before the campaign
31% increase in organic traffic to the site YoY
Purchase consideration increased by 7% vs the control group (Amazon Video campaign)
A 6x increase in consideration and a 2.5x increase in purchase intent (Well & Good partnership)
Humm’s website conversion rate increased by 34% YoY while Revenue increased 69%
Summary
Humm continues to invest in full-funnel media campaigns, and it continues to pay off as we see a mix of immediate actions as a result of the campaign, and YoY gains that show the brand is growing.
