As a seasonal brand, Airborne faced the challenge of reminding even its fans that cold and flu season was approaching; this meant large TV buys to maintain market share. Re-designing the website and driving traffic via organic social media put the immune support product front and center throughout the year with engaging content that turbocharged Facebook page likes from 4,000 to 400,000 in the space of twelve months.
Once simply a placeholder, we transformed him into a character who took on a life of his own; complimenting the brand and becoming the star of his own incredibly popular social-based promotions. Targeting moms, who spend an average of 7 hrs a week with casual gaming, Airborne Guy led a virtual round the world Vacation Getaway, hosted a Spin to Win and Fill in the Blanks games, and featured a Countdown to Spring app.
This unique and engaging content served as sampling and coupon magnets, incentivized sharing, and served as perfect vehicles for new product launches and national sampling tours. The success of the brand led to its corporate sale twice in the space of one year.