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HORIZON
HORIZON ORGANIC
ORGANIC EDUCATES
EDUCATES TOP BLOGGERS
TOP BLOGGERS
HORIZON
AND
AND BUILDS
BUILDS ORGANIC
BRAND
BRAND EDUCATES TOP BLOGGERS
AFFINITY
AFFINITY
AND BUILDS BRAND AFFINITY
Introduction
Introduction
Introduction
HorizonOrganic
Horizon Organicisisaapioneer
pioneerininorganic
organicdairy
dairyproducts
products
and makesand
Horizon makes
Organic
caring caring
foristhe for the
a pioneer
community community
in organic
and the dairyand
theproducts
environment
environment and an everyday
makes
an everyday caring priority.
for
priority. As of
thepart
As part
community of their
their and
commitment
commitment toto
the environment support
support healthy
an healthy
everyday families,
priority.
families, Horizon
As part of their
Horizon
Organic placesaato
commitment
Organic places premium
supporton
premium onthe
thequality
healthy qualityofoftheir
families, their
Horizon
products,
Organic
products, promising consumers
places a consumers
promising premium wholesome,
onwholesome,
the quality of their
nourishing,
products,
nourishing, organic
promising
organic foods.
foods. HorizonOrganic
consumers
Horizon Organicnumber
wholesome, number
one selling
nourishing, product
organic is their
foods. DHA fortified
Horizon
one selling product is their DHA fortified milk. DHA milk.
Organic DHA
number
is
anis Omega
an
oneOmega
selling 3product
3 FattyFatty
Acid,Acid,
isandand
their is structurally
is DHA fortified
structurally milk. DHA
important to
important
the is
health oftoour
an Omega the health
3eyes,
Fatty of our
Acid,
brain, and
and eyes, brain, and heart.
is structurally
heart.
important to the health of our eyes, brain, and heart.

The Challenge
Horizon Organic’s marketing TheThe Challenge
Challenge
DHABenhanced food products are a
objectives were to marketing
Horizon Organic’s drive
awareness and were
informative relatively
DHABenhanced
DHA-enhanced new concept
foodfood and
products many
products
are aare a
relatively
objectives to drive
conversation
awareness andaround the
informative consumers
new concept do
relatively andnot
new fullyconsumers
concept
many understand
and manydoDHA, not fully
benefits of DHA among women what it does, and why Horizon Organic
and
conversation around the
moms ofand drive consumer understand DHA, what it does, and whyDHA,
consumers do not fully understand
benefits
discussion
DHA
to
among
their
women
online
fortifies ititsdoes,
whatOrganic
Horizon milkfortifies
withwhy
and DHA. Horizon
itsHorizon
milk wanted
Organic
with DHA.
and moms and drive consumer
community.
discussion to their online
to reach
fortifies outits to influential
milk with DHA.Mom
Horizon wanted to reach out to influential Bloggers,
Horizon wanted
Mom
community. empower
to reach them
out towith knowledge
influential Mom
Bloggers, empower them with knowledge about about DHA,
Bloggers,
and
DHA, explain
empower
and the important
them
explain thewith rolerole
knowledge
important it plays
about in DHA,
it plays in
developmental
and explain health.
developmental health.
the important role it plays in
 
The Solution developmental health.
The Solution
Using its conversational technology solution, called a Sponsored Conversation, BlogFrog recruited
The Solution
30Using
top mom bloggers and technology
its conversational their readers to help called
solution, start an online conversational
a Sponsored movement
Conversation, BlogFrogtorecruited
educate
30 its
Using consumers
topinfluencer
mom bloggers about DHA.
and
marketing their Bloggers
readers
software, were
to helparmed
TapInfluence startwith important
an online
recruited information
30 conversational
top mom ahead
movement
bloggers of to
and theirtime
about
readers DHA
educate Jgained
consumers
to create from conference
about content
informative calls
DHA. Bloggers with
in effort wereHorizon Organic’s
armedconsumers
to educate head
with important nutritionist
aboutinformation and product
aheadwere
DHA. Bloggers of time
informationL
about DHA and encouraged
Jgained from to make
conference their
calls blog
with posts
Horizon personal and
Organic’s experiential.
head
armed with important information ahead of time about DHA (gained from conference calls with nutritionist and product
informationL
Horizon Organic’s and encouraged
head nutritionist toand
make their blog
product posts personal
information) and experiential.
and encouraged to make their blog
In addition, BlogFrog knew it was extremely important to make the online conversation engaging
posts personal and experiential.
asIn
well as educational,
addition, BlogFrogso the campaign
knew included
it was extremely a recipeto
important component. Each Blogger
make the online sharedengaging
conversation a
InkidBfriendly
as well as
addition, DHA Omegaknew
educational,
TapInfluence 3 recipe
so and
theit campaign
was asked their
included
extremely readers,to“What
a recipe
important are
theother
component.
make ways
Each
content you sneak
Blogger
engaging shared
as wella as
OmegaB3
educational, into
kidBfriendly yourcampaign
so DHA
the family’s 3diet?”
Omega recipe and
included asked component.
a recipe their readers,Each“What are other
Blogger waysa you
shared sneak DHA
kid-friendly
OmegaB3
Omega intoand
3 recipe your family’s
asked theirdiet?”
readers, “What are other ways you sneak Omega-3 into your
family’s diet?” Ave, Suite 200, Boulder, CO 80301 720.358.2564 www.theblogfrog.com
2100 Central
2100 Central Ave, Suite 200, Boulder, CO 80301 720.358.2564 www.theblogfrog.com
 SPONSORED
SPONSORED CONVERSATIONSUCCESS
CONVERSATION SUCCESSSTORY
STORY

Discussion
Discussion Tweets
Tweets Facebook Posts
Facebook Posts

 
The Impact
The Impact
The The
Impact
mom bloggers took the information provided by the Horizon Organic nutritionist and
The wrote wonderfultook
mom bloggers posts
theexplaining DHA’s
information nutritional
provided by theimportance, and though
Horizon Organic not required,
nutritionist most
and wrote
The mom bloggers took the information provided by the Horizon Organic nutritionist and
included
wonderful the explaining
posts Horizon Organic
DHA’sproduct in their
nutritional recipes. and though not required, most included the
importance,
wrote wonderful posts explaining DHA’s nutritional importance, and though not required, most
Horizon Organic product in their recipes.
included the Horizon Organic
The conversations product
started by in theirabout
the bloggers recipes.
DHA and the recipes were a huge success,
prompting 516 women to talk about OmegaF3 in their families’ diet with Horizon Organic, mom
Theconversations
The engagement driven byby
started thethe
bloggers content regarding DHA and the recipes a were
hugeasuccess,
huge
bloggers and other women, in bloggers
an online about DHAhosted
community and the
byrecipes
Horizonwere
Organic.
success, prompting
prompting 516 women 516towomen to talkOmegaF3
talk about about Omega-3
in theirinfamilies’
their families’ diet Horizon
diet with with Horizon Organic,
Organic, mom
momAtbloggers
the start of
and the campaign,
other women,BlogFrog guaranteed
in an online community1 million
hostedsocial media
by Horizon impressions,
Organic. and an
bloggers and other women, in an online community hosted by Horizon Organic.
additional 1 million conversational ad unit impressions placed on top mom blogs. The
At thecampaign
At the start
start of goals
the
of the were over4delivered
campaign,
campaign, TapInfluence by 200%, with
BlogFrog guaranteed campaign
1 million
guaranteed 1 million socialimpressions
social media totalingand
mediaimpressions,
impressions 6.37
and an
an
million.
additional 1 Now that’s
million healthy!
additional 1 million conversational ad unit impressions placed on top mom blogs. The
content impressions placed on top mom blogs. The campaign goals were over-
campaign
delivered goals
by 200%,were over4delivered
with by 200%, with
campaign impressions campaign
totaling impressions
6.37 million. totaling
Now that’s healthy!6.37
million. Now that’s healthy!
The campaign engaged
over 500 women
to talk about Omega43
in their families
The campaign diet.
engaged
over 500 women The conversation was
to talk about Omega43 so successful, it reached
in their families 3 times as many people
diet. as intended, for a total
The conversation was
of 6.37 million
so successful, it reached
impressions.
3 times as many people
as intended, for a total
of 6.37 million
impressions.

2100 Central Ave, Suite 200, Boulder, CO 80301 720.358.2564 www.theblogfrog.com

2100 Central Ave, Suite

2100 Central 200,
Ave, Boulder,
Suite 200, CO 80301 CO
Boulder, 720.358.2564 www.theblogfrog.com
80301 • 720.358.2564 • www.tapinfluence.com