Company: Jive PR + Digital
Company Description: Jive PR + Digital is a Public Relations, Social Media, and Influencer Marketing agency for brands specializing across consumer goods, entertainment, health + wellness, and the food + beverage industries. Jive is dedicated to helping our clients evolve with the speed of culture, taking brands to the next level, helping them stand out while also staying true to their roots.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year – Influencer Marketing
 Nomination Title: Daiya Foods x Jive PR + Digital Influencer Campaign
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 9 words used.
https://www.instagram.com/reel/CumXBSjgqQ0/?utm_source=ig_web_copy_link&
https://www.dallasobserver.com/arts/how-dallas-connor-hubbard-became-the-most-normal-guy-on-the-internet-16897646
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
2023
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 127 words used.
Daiya Foods, a major player in the dairy-alternative market, faced tough competition in the world of plant-based products. They needed to stand out, change how people saw their brand, and improve their reputation. That's when Daiya partnered with us at Jive PR + Digital, a renowned digital marketing agency. Our goal was to leverage the power of influencer marketing and develop a strategy that would prompt potential customers to reconsider the brand and ultimately drive purchases in-store.
Our collaboration with Daiya was driven by the need to reinvigorate brand awareness and build relevance within the community. The plant-based market was saturated, and Daiya recognized the need to reposition themselves. Previous attempts with influencers hadn't achieved the desired outcomes, prompting us to take a different and unconventional approach.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 119 words used.
Jive PR + Digital developed a comprehensive strategy to help Daiya achieve their goals. We prioritized Daiya's guidelines to shape influencer content creation while pushing the boundaries of the brand's perception through unique approaches in sponsored content and a diverse range of influencers. By adopting an unconventional approach, Jive engaged both new and existing audiences, encouraging them to reconsider the brand and purchase in-store. The core of our strategy at Jive was authenticity. We set out to genuinely address the concerns of Daiya's audience. Rather than simply promoting products, we wanted to talk about real issues head-on. By identifying common pain points and openly discussing them, our goal was to create a genuine connection between Daiya and its customers.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 175 words used.
We seamlessly integrated Daiya into trending food discussions and relatable content, building the brand's relevance within the community. By aligning with popular trends, we ensured Daiya was part of the ongoing conversations, allowing the brand's message to reach a broader audience.
Our creative strategy and unconventional approach paid off. Two campaign posts went viral, garnering 12.2 million impressions and reaching 9.6 million people organically, at a cost of only $0.01 cent per person. More than 1.1 million people engaged with influencer content featuring Daiya, with each engagement costing just $0.11 cents. By creating an environment where influencers could naturally incorporate Daiya into their content and share their genuine experiences, we successfully shifted the brand's perception in a positive way.
Through our strategic execution, we successfully reinvigorated Daiya’s brand awareness. By allowing influencers to have creative freedom and genuinely share their feelings about the brand, we made a real impact and turned around misunderstandings. This had a clear effect—both influencers and their followers started seeing Daiya in a whole new way.
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