Whole Foods

Project Description

Taking Digital Deeper to Drive Sales

Objective

Increase local awareness of sustainable beauty choices available at Whole Foods Market

Shift perception of WFM as “foods-only” purveyor

Strategies

Host “Whole Body” spa experience at WFM Campbell for influential local bloggers

Tie event theme to Valentine’s Day to drive quick-turnaround coverage

Invite influencers to bring a guest to create authentic social experience

Encourage live social engagement and post-event posts by curating both onsite content and meaningful takeaways

Results

250+ local uses of #wfmbeauty hashtag during real-time event

19 posts from event resulted in 275k+ social media impressions

Event drove 30% month-over-month sales increase in category, catapulting Campbell to #1 beauty department nationwide for February

100% of coverage reflected desired messaging around WFM as one-stop destination for healthy food AND beauty needs

Project Details

Client: Whole Foods

Tags: Consumer Lifestyle

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