Case Study:
Jamba Juice 2011 Campaign
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Assignment: Develop a campaign for Jamba Juice that promotes habitual use. Keep it fun but wholesome. Strategy: Since consumer research found that Jamba Juice has wow-inducing products, we’ll use real fans to make the “wow” real, and to engage other fans. Solution: Jamba Juice is Your Daily Wow, brought to you by Ambassadors of Wow. The anchor touchpoint is the web site. Shown is JambaJuice.com home, an aggregator of Daily Wows. 
Banners (rollover to play) 
Facebook videos, made with a Flip cam, with writer Joel Thomas shooting and editing or sometimes even self-shot by an Ambassador of Wow (first video below). Graphics and music by Britt Benston. The low production value and overall authenticity proved to be the key to really connecting with fans -- by removing the veil of marketing and humanizing the brand, fans Lliked and Commented in droves. Recruiting the Ambassadors of Wow (rollover banners to play):
Result: In five months’ time, growth of the Facebook fan base from 750,000 to over 1 million. Sales of seasonal promoted products exceeded company forecasts. Ambassador of Wow contest yielded thousands of qualified and enthusiastic entrants. .......................
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