CLIF Bar's 'Meet the Moment' campaign proved to be just as appealing to outdoor enthusiasts as its energizing snacks.
In order to inspire new adventures and remind consumers how precious the earth is, CLIF Bar asked consumers to share photos using the #MeetTheMoment tag. Each month the campaign was running, CLIF Bar selected a new non-profit organization to support. For each user-uploaded photo tagged with the campaign hashtag, the brand donated a dollar to the non-profit. As well as being searchable by this hashtag, all of the campaign posts can also be located on the Meet the Moment microsite.
In total, CLIF Bar raised more than $60,000 for non-profits, while also subtly reminding consumers how good a companion its snack makes for all of these types of daring outdoor adventures.
Meaningful Adventure Campaigns
CLIF's #MeetTheMoment Engaged Outdoor Enthusiasts on Social Media
Trend Themes
1. Social Media Campaigns - Opportunity for businesses to engage with consumers and promote their brand through user-generated content and charitable initiatives.
2. Adventure Marketing - Companies can tap into the growing trend of adventure-seeking consumers by creating campaigns that inspire and support outdoor experiences.
3. Microsite Platforms - Creating dedicated microsites can enhance the visibility and accessibility of campaign content, allowing for increased engagement and interaction with target audiences.
Industry Implications
1. Food and Beverage - Food brands can leverage adventure-themed campaigns to connect with their target market, promote their products, and support charitable causes.
2. Non-profit Organizations - NGOs can partner with brands for social media campaigns that raise funds and awareness for their causes, while providing unique experiences for supporters.
3. Digital Marketing - Digital marketing agencies can help businesses create and optimize social media campaigns, microsites, and user-generated content strategies to drive engagement and brand loyalty.