Wild Veggie – Online Marketing

Situation
Otsuka Foods had initially introduced Wild Veggie, a new vegetable product, to U.S. food brokers and distributors, and now needed to geo-target health-conscious consumers in a specific marketplace.

Action
O’Neill Communications developed the “Good for Every Body” campaign, which was introduced through a new consumer Web site, www.souperdrink.com, and a cross-platform of traditional advertising in conjunction with geo-targeted interactive advertising, primarily in south Florida. The majority of the interactive campaign focused on cost-per-click Google Ad Words. When consumers in South Florida entered certain key words while performing a Google search, they would be given the opportunity to click through to the Wild Veggie Web site. Another component of the interactive campaign utilized banner ads on the Ft. Lauderdale Sun Sentinel’s Web site.

Results
During a one-month period, the Google Ad Words campaign delivered 352,094 impressions and 915 clicks at a cost of $60 a day. During the same time, tracking conversions showed a significant number of people who either signed up for an online rebate and mailing list or looked up directions for the nearest source of Wild Veggie. Both campaigns delivered a measured and significant increase of traffic to the Web site. Consumers eagerly joined the mailing list to receive product information and purchasing incentives. For a complete look at Wild Veggie’s consumer Web site, check out www.souperdrink.com.