To celebrate Jamba Juice’s 25th birthday, Finn Partners implemented a creative and month-long social media campaign for April 2015. More specifically, throughout the month of April, the team leveraged Jamba’s social media channels to create a series of activities that would engage consumers and encourage in-store traffic on April 23rd.
During the first week of April, to kick off the campaign, Finn Partners began teasing news of Jamba Juice’s 25th birthday by employing #JambaBDay and hosting a gift card giveaway. This provided a strong platform for the activation during the second week, which focused on showcasing Jamba Juice’s good work over the past 25 years in each community where they have a store via a partnership with DonorsChoose.org. During the third week of April, the Agency encouraged consumers to share user-generated content through the search for “Jamba’s Biggest Fan.” This program enabled consumers to submit an image of themselves enjoying Jamba Juice for a chance to win Free Jamba Juice for a Year. During the final week of April – and the day before the winner of the Free Jamba Juice Giveaway was announced – Finn Partners implemented an Instagram Takeover and sequentially deployed nine partial images to Instagram; this drove fans to Jamba’s Instagram page where the complete image of a special Jamba Juice birthday cake materialized.
To augment the social media program, Finn Partners also implemented a series of traditional PR activities including assertively pitching national and local media on the news of Jamba’s 25th birthday celebration. To support this, the Jamba Juice Finn Partners team selected 43 media outlets in Jamba Jamba’s top-ten markets – New York, Los Angeles, Chicago, San Francisco, Sacramento, San Diego, Portland, Phoenix, St. Louis and Dallas -- to receive a special birthday present teasing the Free Jamba Giveaway.
- Secured 190 broadcast, print, and online placements, including national Blue Chip hits in The Today Show, ABCNews.com, AllYou.com, Refinery 29, Entrepreneur, TIME.com, MensFitness.com and more.
- Landed on Facebook’s Trending Topics and Instagram’s Popular Page
- Brand & influencer content together generated 5 million social impressions
- Gained 10,372 new social fans across all social platforms in just one day