Increasing Word-of-Mouth Awareness Around Seafood’s Nutritional Benefits
Opportunity
NST engaged consumers in a word-of-mouth campaign tied to Chicken of the Sea’s health messages and jingle – “Ask any Mermaid you happen to see. What’s the best tuna? Chicken of the Sea!”
Approach
NST created an online user-generated video contest giving people the tools to communicate Chicken of the Sea’s key attributes of health, convenience and nutrition both online and offline through song. Dubbed the Mermaid Jingle Jam for Feeding America, the contest challenged entrants to create a jingle that creatively incorporated Chicken of the Sea’s key attributes and original lyrics to create a 30-to-90-second video.
NST encouraged entrants to share their jingles on social media and with local media to encourage online voting. Finalists conducted successful community campaigns resulting in interviews on local morning shows and blog mentions.
Results
worth of seafood was donated to Feeding America
increase in market share
billion media impressions
million page views on the contest microsite
Services Provided
Social Media, Digital Media, Contest Management