As better-for-you snacking continues to gain traction with health-minded consumers, competition is fierce for space in grocery baskets. With a limited marketing budget, the Sejoyia team needed to rely heavily on earned media coverage and influencer endorsements of its new crispy, thin cookies - Coco-Thins - to drive awareness and sales with its millennial target.
SchroderHaus developed a creative mailer to celebrate the launch of the Coco-Thins, and inspire the reporters developing stories for Sejoyia’s target to cover the new offering. Following distribution of the mailer, SchroderHaus conducted targeted follow up providing each recipient customized story ideas that would include the new Coco-Thins.
- 30 total pieces of coverage in the first-half of 2019, totalling 1.21 million potential reach
- Coverage ran in niche and tier one mainstream media outlets that reach Sejoyia target
- By targeted reporters that also fit into the Sejoyia target, the brand also benefited from larger than normal social shares of the product mailer and samples