Which sweetener packet do you add to your coffee in the morning? The blue one? Yellow one? Pink one? Through a new video campaign designed to reach women, Sweet N’ Low is hoping more will choose their product when given the choice. (They are the pink one, by the way.)
As reported on Adweek.com
, the sweetener company has partnered with Womensforum.com to offer two-minute video lifestyle tips on the publisher’s website, focused on helping women with weight management strategies. Focusing on low calorie recipes, clothing options, and exercise ideas, the videos will feature expert spokespeople for each topic. It’s all part of a web series called “Makin’ Life Sweeter,” sponsored by Sweet N’ Low.
The idea for the campaign – which according to Adweek will receive secondary support through web ads, display ads, and event sampling opportunities – came about as a way to reach Sweet N’ Low’s target customers, predominantly busy women. The company’s brand manager, Monica Oliva, was quoted as saying that the two minute videos were designed to not only be quick, but to include information which female consumers would find relatable.
In PR and advertising, some partnerships are forced, while some fit like an old pair of jeans. The Sweet N’ Low Womensforum.com campaign seems to be headed into the latter category, for good reason…
Understanding a target customer means more than knowing who they are.
Does Sweet N’ Low know their customer? Sure – super busy women. But to understand that customer – therein lies the key. What does a busy woman’s lifestyle entail? What will capture her attention while making it easy for her to choose to engage?
In this case, they understand that busy women don’t have time to watch long videos, so tips are held to two minutes.
They also know that most women in their target demographic are managing one weight challenge or another; video content is then chosen accordingly. Variety adds to the appeal, with topics ranging from activity to food to clothing, all centered around the same theme.
Finally, Sweet N’ Low knows they are speaking to the Womensforum.com audience – reportedly 39 million women from all around the globe. By keeping topics fresh, and by extending the web series over a number of months, the ability to reach such an expansive group is reinforced.
Content is king.
In the Adweek article, Sweet N’ Low’s brand manager is quoted as saying that while they obviously wanted to keep mention of their product in the videos, it was most important to populate the web series with relatable content. “Who wants to listen to…a two minute session on just one product?” she says in the interview. Definitely not busy women!
By working in partnership with Womensforum.com to create true, relatable content, Sweet N’ Low is doing more than advertising a brand; they have transformed themselves into a resource for the very consumers they are trying to reach.
In an age when straight ads simply aren’t enough to attract and hold the attention of your target customer, it is more important than ever to know your audience, choose partnerships carefully, and provide a real benefit for your target customer. If you need help breaking down your strategic plan to best maximize partnerships and PR vehicles, our experts here at Kovak-Likly are ready to help. Stop by our website, give us a call, or stop on into our offices if you are in the area. We can have coffee with any color sweetener packet you like.
-BML
