Bolthouse explores social media branding

11/18/2013 12:30:00 PM
Rachel English

Courtesy Bolthouse FarmsBolthouse Farms is bolstering the social media branding of its juice products.

The recently developed Juice Recognition campaign scans Instagram photos, then verifies imagery of branded content. Unlike other recognition programs, the Juice Recognition technology scans for more than just hashtags and keyword usage.

Bolthouse Farms worked with advertising agency Tiny Rebellion, digital technology agency Wildlife, and digital marketing agency RevTrax to create the campaign.

The company is now getting to work, spreading their marketing message: making the healthy choice the easy choice. The program’s beta testing encouraged Instagram users to “Snap it, Tag It and Get It” to participate in the campaign. Users posted photos of either Bolthouse Farms product, advertisements, logos, etc. as well as the hashtags #carrotfarmers and #gotcoupon. The Juice recognition program then verifies the visuals and the Instagram user is sent a digital coupon for company products.

“Bolthouse Farms strives to make the healthy choice the easy choice and this exciting new program raises the bar, allowing us to spread this message by engaging with fans instantaneously through their natural social behaviors,” said Suzanne Ginestro, Bolthouse vice president of marketing, in a news release.



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