In early 2016, ProYo, the maker of High Protein Frozen Yogurts, secured distribution in the Northeast through Shaws and Star Market stores. With a need to immediately drive sales at these stores, SchroderHaus partnered with the ProYo team to execute an integrated marketing campaign that included a series of consumer and media events in the month of April, Earth Month.
As part of its local market activation and promotional support for its new distribution, ProYo partnered with Star Market for its annual Earth Month in-store activation, which also included sampling at the annual Charles River Watershed Association (CRWA) Clean Up. SchroderHaus extended this partnership to create an on-brand activation for consumers, media and bloggers. For one day in April, ProYo partnered with Flywheel, a locally-based spin studio, to take over their space and hold classes benefitting CRWA. Each participant in a class that day triggered a donation to CRWA. Following each class, ProYo held a smoothie happy hour, exemplifying the versatility of ProYo products and the post-workout fuel benefits of the 20g of protein found in each serving of ProYo. The event was on-brand, relevant for the market and supported a cause near and dear to Bostonians hearts.
Each Flywheel class on the day of the event was sold out, generating a maximum donation for CRWA. In this competitive media market, SchroderHaus secured nearly 15 local media and blogger attendees for the event, and following the event, an additional 15 bloggers covered ProYo on their social media channels and/or blog. Additionally, ProYo was mentioned on Boston Herald radio, in Boston Commons Magazine and Boston Parents Paper. Most importantly, ProYo heard anecdotal feedback from stores that shoppers were asking for ProYo based on recommendations from local bloggers.