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CELEBRATING KEVITA
How we increased HHP with new users in a growing but undifferentiated category.
Challenge:
In 2019, the core kombucha drinker only made up 6% of the population. We set out to expand this audience by targeting shoppers who were seeking brands that feed their zest for life and propel them to the next level so they can live their best, healthy lives.
Solution:
In doing so, we were inspired by what would make the brand authentically and emotionally connect: KeVita probiotic drinks are bubbling with life, just like the people who drink them.
We aligned KeVita with properties and people that share its values while celebrating the product’s qualities — refreshment, taste, effervescence.
Results:
The campaign drove over 19M impressions and 1.18M engagements in a 2-month time period.
Between February and April, Alive Like You generated 62K website visits and the brand saw a 34% lift in sales (driving a 1.4PT increase in market share).
Finding our Audience
Wellness is a way of life, not just an item on our core audiences to-do list. They’re constantly and actively seeking ways to live their lives to the fullest and be at their best. When it comes to nutrition maintenance, they’d rather get their benefits from what they eat and drink than from pills and supplements. But many have not tried kombucha or other live-culture drinks because the category seems complex and unrelatable.
Which is why we used real people, who shared what makes them feel alive in a way that connected our live cultures with our lively drinkers.
Winning at Whole Foods.
KeVita was facing troubles in (and with) Whole Foods. This key retail partner was seeing our KeVita brand decline in a now-crowded category. Adding fuel to that decline, Whole Foods and consumers thought of us as only a ‘Kombucha Brand’ with interchangeable products.
Our shopper data revealed that consumers choose drinks based on personal flavor preferences and often switch brands to find the flavor they enjoy.
We leverage influencers with an established presence at Whole Foods (and nearby –heyyo zipcode data) to further resonate with Whole Foods KeVita shoppers.
Partner with these creators to drive differentiation of our KeVita sub-lines and consideration about KeVita and availability of flavors (and sub-lines) at Whole Foods.
Influencer campaign drove an average engagement rate of 20% across all in-feed content; far exceeding our owned content engagement rate benchmark (4.5%) and KeVita led category growth at Whole Foods for the first time since 2019.