SunChips

Re-Greens Greensburg

Online Program Summary

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How the initiative worked

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SunChips’ “Re-Green Greensburg” Initiative

Goals and Key Tactics

• The goal – To replace 100% of Greensburg’s lost trees.

• The initiative includes a Facebook application featuring Leonardo DiCaprio. SunChips will donate $1 for every consumer who downloads with the application (max of $50,000).

• SunChips and Discovery Network have also created a donation site for consumers to contribute to this cause, and track the overall progress of the initiative.

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Discovery’s microsite is the destination for online donations

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SunChips.com drove to the Discovery microsite

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Engaged the Facebook community to help another community in needLeverage the influence of Exec Producer, Leonardo DiCaprio

FB DonationApplication SunChips Fan Page

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PR Support Overview

• Support SunChips' efforts to rebuild Greensburg, Kansas by driving awareness about and traffic to Facebook application

– Pitch print, online and broadcast outlets focusing on key news Web sites/green blogs to help drive buzz about SunChips’ efforts

– Employ search marketing tactics to increase/encourage downloads of the SunChips Re-Green Greensburg Facebook

application

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Search Strategy

Facebook Social Ads

StumbleUpon Sponsorships

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Search Marketing Highlights

Highlights of the traffic/download increase since PR search marketing efforts began on August 5th include:

Drove more than 42,000 people to the SunChips Facebook application download page Monthly Active Users increased by 383%     Number of Fans increased by 1,006%  Number of Application Downloads increased by 534%

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Blog Coverage Highlights

More than 10MM media impressions on top green blogs