stonyfield organic stories online: from farm to table
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Organic Storiesfrom farm to table
PHASE I grant a farmer’s wish
Click the arrows to see our campaigns online!
We begin where organic
begins – on the farm.
grant a farmer’s wish
Consumers visited Facebook to hear organic farmers’ stories & voted to help us award $31,000
in sustainability grants89 MM impressions
hear from our farmers
Video portraits of organic farmers & growers. Stories of where our
ingredients come from
Meet Guy!
farm cam
Click to watch the Mahaffy family bring in the cows!
Weekly video diaries of organic farming straight
from our farmers
PHASE IIjust eat organic
We move to the story of organic food production.
We learn to rap! A music video educating
about organic food production starring our CE-Yo Gary Hirshberg
& the “Stonyfield Moms”
135,000+ views – more than any other organic food company
video
just eat organic video
just eat organic shout-outs
Video website where consumers add their own “Just Eat Organic” shout-
outs and Just #tweetorganic1.3 MM social
impressions
PHASE IIIorganic gets personal
We bring organic (food and
conversations) to the breakfast table.
Deep-engagement digital platform where consumers
shared personal stories about what organic
means to them
20,000 interactions & over 3,000 thoughtful video and photo submissions
the organic moment
Real organic moment on our lid
organic family of the year
Contest celebrating families’ reasons for choosing organic.
Winners were sent to an organic farm
“I truly believe that switching our family to organic has kept us healthy and happier to this day!” – Skipper Family
celebrate with organic
For every user action - enter, share, like, tweet –
Stonyfield donated to Wholesome Wave – a nonprofit that connects
local agriculture and underserved communities
250,000 actions = $50,000 donation
PHASE IVi will know my food
We motivated consumers to share their organic journey
with others.
Interactive website empowering consumers to know their food – and our yogurt – through video, health
expert blogs, word clouds, and games.
i will know my food site
55,000 entries & interactions
Consumers scoured the web in an online scavenger hunt to
find organic items on a grocery list and fill their totes
with healthy foods.
the great food find
55,000 entries & interactions
food superheroes
One organic food choice makes you a food superhero – consumers create their own super-profiles and like, tweet,
or share to increase our donation to help provide
healthy food access for children
tweet to defeat
Coming in October, we will tweet to defeat GMOs
by igniting an #organic conversation on Twitter
yo-getter ambassadors
We’ve built relationships with bloggers who understand the
importance of feeding families in a healthy way to help promote
Stonyfield and organic
55 bloggers
twitter parties
We partnered with a mom blogger on a twitter party that
fostered the #organic and #foodsuperhero conversations
604 tweets775,000 impressions
78,000 followersin ONE hour!
ONGOINGorganic every day
Our organic discussions are take place every day
where people gather online.
facebook engagement
Daily content tells our organic story and
connects our brand with our audience.
buzz blog
Over 5 minutes spent on site on average
We share organic stories, health education, thought leadership, and expert insights on our
company blog.
TOTAL IMPACT
120 million impressions
650,000 engagements
(so far - we’re still going…)
The End (for now!)