Why is this work relevant for PR? The LUNA Bar Equal Pay campaign demonstrated strategic storytelling, authentic brand voice and impact. Driven by today’s climate where brands are taking a stand to initiate cultural change, LUNA Bar delivered a simple statement to the public on the brink of FIFA World Cup – and in response to a lawsuit against U.S. Soccer for gender discrimination: LUNA Bar is paying the U.S. Women’s National Team’s World Cup roster bonus gap, because equal work deserves equal pay. The integrated campaign leveraged top-tier athletes as spokespeople, executed a targeted media relations strategy and implemented a paid influencer program to further amplify. Background In a post #MeToo world, where consumers and brands are standing up for women’s rights, the challenge for LUNA Bar, with a 20-year heritage of championing equality, was to authentically break through and create impact. From the International Women’s March, to an avalanche of protests, to #TimesUp and the fight for equal pay – the conversation surrounding women’s issues has grown exponentially, dominating cultural conversations and generating global awareness. Despite all progress made, the average 20 percent pay gap for women in the U.S. is STILL a reality. LUNA Bar aimed to be a leader with purpose by focusing on both talking about the gender pay gap AND taking action to help solve it. LUNA Bar introduced an integrated campaign that doubled down on equal pay in a big way, providing support and inspiration to help women, anywhere, take action and demand the fair compensation they deserve. Describe the creative idea (20% of vote) The U.S. Women’s National Team are trailblazers in and beyond the world of soccer, acting as role models for women everywhere. In 2016 the USWNT made history by demanding equal pay, however, several inequalities still remain. A U.S. soccer player, woman or man, named to a World Cup roster receives a bonus. Currently, the women receive $31,250 LESS than the men. LUNA Bar created a unique campaign to address this issue. On Equal Pay Day, LUNA Bar announced it was closing the USWNT’s World Cup roster bonus pay gap by giving each of the 23 women named to the World Cup team the $31,250 difference making their bonus equal to the men’s. The objective was to communicate LUNA Bar’s continued passion and commitment to equal pay by closing one of the most prominent pay gaps in sports simply because it’s right and deserved. Describe the PR strategy (30% of vote) On average, women make 20 percent less than their male counterparts for doing the same job. LUNA Bar was determined to make a difference in the fight for equal pay, with the key messages of 1) LUNA moving the USWNT one step closer to equal pay by closing one of the World Cup pay gaps; and 2) LUNA Bar rallies women everywhere to stand up for the pay equality they deserve by offering advice, support and inspiration at Lunabar.com. The campaign targeted 18-34 year old women. LUNA Bar distributed a press release, assets showcasing USWNT spokespeople, and branded video content that were distributed across earned, owned and paid channels. To amplify the message, LUNA Bar partnered with Ibtihaj Muhammad, the first Muslim American woman to wear a hijab competing in the Olympics, Ally Love, fitness influencer and Brooklyn Nets host, and Love Squad, a female empowerment community. Describe the PR execution (20% of vote) LUNA Bar leveraged the influence and expertise of three USWNT players: Alex Morgan, Megan Rapinoe and Christen Press – who are leaders on the team and regularly use their platforms to speak about their own equality fights. Prior to launch, the brand hosted a press junket for top-tier media, offering interviews with the three women who were most vocal in their recently announced lawsuit against U.S. Soccer for gender discrimination. The women discussed the impact of LUNA Bar’s roster bonus donation and how women everywhere could use the USWNT’s learnings. On Equal Pay Day (April 2, 2019), the embargo lifted, prompting an avalanche of earned media and social media coverage. Social posts from the three spokeswomen, USWNT players and influencer partners were activated; and the banded video content went live on owned channels. The brand distributed a multimedia press release announcing the campaign to drive media and consumers to LunaBar.com. List the results (30% of vote) must include at least two of the following tiers: LUNA Bar’s 2019 integrated Equal Pay Day program continued to demonstrate the brand’s commitment to championing women’s equality. By highlighting the important perspectives of leaders, tastemakers and lady bosses, the brand sought to ensure their consumers felt heard. In an era that encourages betterment and equality, LUNA drove the cultural conversation. The campaign achieved: Tier 1: Media Outputs •2,945,772,361 total impressions •Majority of the impressions (2,874,676,367) resulted from 205 earned media placements •98.9% message pull-through •99.5% featured a neutral to positive tone •Paid influencer partners even saw an average of 17.35% engagement rate with their posts •Top tier coverage spanned online and broadcast, including Associated Press, Reuters, Yahoo!, MSN, AOL, CNBC, ESPN, Sports Illustrated, HelloGiggles, Bustle, AdAge, Mashable, HelloGiggles and more. Tier 2: Target Audience Outcomes •85% share of voice for branded conversations from social and earned media coverage during the week of Equal Pay Day, compared to other branded campaigns like Adidas and Secret. •90% positive sentiment across social and earned media coverage, compared to other brands who were closer to 50%. •Majority demographic reached was mainly female, age 18-34, which fell perfectly within LUNA Bar’s target demographic. Tier 3: Business Outcomes •Within just 5 days of the campaign going live, 60% of shoppers were competitive bar buyers, but had never bought LUNA Bar before; 15% of shoppers who had not purchased the category before •77% increase in visits to lunabar.com •Sales information is not yet available due to timing of Cannes entry right on the heels of launch
Strategy Our target audience had to go beyond demographics into psychographics. They are the Athletic Adventurer – someone who prioritizes activities like surfing, skiing, cycling, running and climbing. And CLIF’s media plan not only had to remain true to the hardcore adventurer but also the mass outdoor enthusiast to drive scale. In our research we learned that every adventure is unique, but you can only really have an adventure if you embrace the unexpected. As such, we could not go the "expected" adventure campaign route – beautiful people, product shots, banner and TV ads. So we developed a multi-channel digital campaign with YouTube at its center. Using YouTube annotations in a way previously unimagined, we built an 18-minute interactive, choose-your-own adventure video. It’s your choice: road or trail, single track or single file, two wheels or two feet? Forty distinct video adventure clips, never the same media plan, or experience, twice. Synopsis CLIF Bar has a long history as an energy bar crafted for outdoor adventures. In 2015 CLIF set its sights on further establishing itself as a preeminent adventure brand, in the same space as North Face or Red Bull. The thing is, CLIF’s marketing approach has traditionally leaned more toward grassroots than paid media initiatives, so our challenge was to set the brand apart via paid media without betraying the essence of what CLIF had become known for. Our brief was challenging: elevate the CLIF Bar through an insight-driven POV on outdoor adventure, at scale, using modern media platforms. And our objectives were clear: drive meaningful business results, led by consumer engagement, brand equity and ultimately sales. The goal was not simply impressions but highly curated, valuable impressions. We focused as much on impact as reach, believing that fewer, more meaningful brand engagements are what build a long-term, authentic brand. Relevancy In the 2015 How Do You Adventure? energy bar campaign, collaboration between media, creative and brand teams was a mantra. In building the world's first seamless YouTube interactive video media campaign, we spent weeks vetting media partners and their technologies for the creative and brand teams, enabling the technology needed to deliver the creative idea at a scale of millions. Once built, media supported the world’s first seamless YouTube interactive video campaign with paid and owned media to ensure we could achieve aggressive (and extraordinary) business results…all with a paid media budget under $1MM US. Outcome In addition to strong social sharing, the media campaign delivered:Purchase: CLIF jumped into the #3 spot for the July Shelf Score measuring purchase intent. This complemented an immediate spike in sales.Engagement: CLIF set new industry records, driving our goal of increasing engagement. Our video had an unheard of average of 7:32 average view time and a benchmark-setting view-through rate of 54%. Performance was so strong that the video had over 10 million minutes spent during our three-month campaign – that’s twenty+ years of time! (Source: DFA, YouTube). But our primary mission was to increase brand equity:We tripled our brand favorability goal with a 14.8% lift for those exposed (Source: Nielsen/Vizu). We doubled our consideration goal with a lift of 5.9%. And we not only reached Google’s “Best In Class” benchmark for recall but saw it rise by 58.4%...Making this one of the world's most impactful campaigns. Execution At the core of the digital media campaign was the interactive video experience. To deliver the outdoors through a platform that is anything but tactile, we worked with Google’s engineers to build and troubleshoot the experience after an exhaustive review of media and technology partners. Once built, we supported the campaign with <$1MM in paid media – not much compared to other adventure brands. If the campaign was going to drive results, engagement would need to distinctly over deliver.The media plan had to strike a balance between mass digital channels that delivered reach with targeted channels that delivered CLIF’s core 18-49 Athletic Adventurer. For a brand with a modest budget and short flight (July to October), we went first to YouTube and complemented this with engagement through Social (Facebook, Instagram) and Athletic Adventurer partners (Rodale, HULU). And while scale was challenging, it became much easier with a first-to-market idea... Campaign Description To develop the campaign we embraced the culture of outdoor adventure. We turned internally to CLIF’s people, adventurers in their own right. From there we immersed ourselves in outdoor consumer culture from sources like Mintel and the Outdoor Foundation. And we built custom adventurer targets in syndicated media research like ComScore, MRI and Nielsen.What we came to understand was that no matter how often you get outside, there is a glue that binds all adventurers. Adventure is not found at the top of the mountain or the finish line. What we all share is the thrill of the unknown, the exhilaration of the uncharted.*Our consumer insight was also a basic consumer truth: consumers had less time to participate in outdoor adventure as they spent more at their desks.* Consumers crave more outdoor experiences and had less opportunity to find them.* So how could CLIF Bar fuel this adventure?