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  • “Consumer PR is about creating excitement and interest for an idea or product and, ultimately, influencing behavior. At pan, we mix innovative thinking and creativity with the power of social and traditional media to zero in on the consumer with the right message at the right time.”Jane Carpenter,
    Vice President, Consumer Engagement Portfolio

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Case Study

HP Hood

One of the largest branded dairy operators in the U.S. sets out to build awareness for Simply Smart line of milk

The Challenge

Hood challenged PAN with the task of building community and consumer engagement around its Simply Smart line of milk. The company sought to reach health conscious women, ages 35-55 with a lifestyle message around incorporating Simply Smart into healthy eating and good nutrition. The company had established a branded website for the product line and had secured former tennis champion Chris Evert as brand spokesperson but needed a clear strategy to leverage those key assets.

The Approach

PAN built a cohesive public relations campaign that leveraged digital and traditional media to build community around the brand. The overarching strategy was to personalize the brand through consistent and ongoing consumer interaction and through Chris Evert as brand spokesperson. This included consumer engagement via Facebook and Twitter as well as relationship building with key media and bloggers.

Along those lines, the PAN team planned a blogger event in New York to coincide with the annual BlogHer conference. The event, hosted by Chris Evert, was held in a kitchen setting at the Institute of Culinary Education and attracted more than 25 bloggers and members of the media. Attendees were treated to live cooking demonstrations and tastings of recipes that all included Simply Smart milk as a key ingredient. The Simply Smartinis were a big hit with the blogger crowd! Chris Evert mingled with the guests and talked about her approach to health and nutrition with Simply Smart milk as a key component. After the event, Chris conducted exclusive interviews with members of the lifestyle media.

At the same time, PAN extended the reach of the NYC event to a broader audience through a Twitter and Facebook contest with prizes including autographed tennis racquets from Chris Evert and a trip to celebrity tennis tournament.

The Results

  • 12,000 new Facebook fans in six months
  • 350 new Twitter followers in six months
  • 67 blog placements in six months
  • 13 stories in lifestyle media in six months
  • 50 percent increase in referral web traffic
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