We recently wrapped up a project for Ocean Spray® Mocktails and caught up with their Global Brand Communications Manager, Melanie DiBiasio, post-campaign. Below you’ll find out why working by the bog is actually pretty great and why a company with 98% brand awareness still utilizes influencer marketing.
Tell us a little about Ocean Spray® and what it’s like to work there.
Melanie DiBiasio: Ocean Spray is a vibrant agricultural cooperative owned by more than 700 farmers in the United States, Canada and Chile, who have helped preserve the family farming way of life for generations. Formed in 1930, Ocean Spray is now the world’s leading producer of cranberry juices, juice drinks and dried cranberries and is the best-selling brand in the North American bottled juice category. The cooperative model makes Ocean Spray a unique and amazing place to work, as we truly embody the family-oriented culture set forth by our grower-owners.
What’s your favorite part about being Global Brand Communications Manager at Ocean Spray®?
MD: I love combining the challenges of the cooperative with unique and customized digital solutions. My day-to-day job is never the same and it always keeps me on my toes!
What’s your personal favorite social media channel? What do you use it for most often?
MD: Pinterest! I use it for recipes mostly, but also love it for home décor, party planning, fashion/style, etc… I could be on there for hours!!!
What is your favorite thing about working with influencers?
MD: I love hearing (and seeing) the personalized stories they have to tell about how our products fit into their lifestyle. It gives me such a good feeling to know people can connect with our products in a highly relevant and emotional way.
What makes a successful influencer campaign for you in regards to Ocean Spray®?
MD: Strong imagery is key for us, as it not only helps us get the word out about a product or campaign with third-party credibility but it helps to SHOW other consumers how the product can fit into their lifestyle. Also, good imagery improves sharability which is important, and provides us strong, relevant content to use in our own campaigns without a high price tag.
How do you believe Ocean Spray®‘s brand awareness is impacted by influencers?
MD: Ocean Spray is pretty lucky to have about 98% brand awareness in the US; however, I think influencers help drive awareness of particular products, and more importantly help drive our brand perception and loyalty up given the third-party credibility they provide to our brand, and the trusted resource they are to their readers.
How do you think Ocean Spray®‘s relationship with influencer marketing will evolve?
MD: We hope to begin deepening relationships with a small number of influencers, while continuing to use larger numbers of influencers to extend our reach and increase awareness and trial of our products.
What’s one thing you’d love to do in your next social media or influencer campaign?
MD: Again, we’d love to begin creating deeper relationships and providing high-quality, unparalleled experiences to influencers to immerse them in our brand and create and cultivate influential brand advocates for years to come.
Want to learn more about #teamXomad and influencer-led marketing? Click here!
Stay Current. Make Waves.
by #teamXOMAD member Hayley Hulin
#OceanSpray #influencermarketing #OnTheBog #influencerled
Image via @michellemquinn and @sashadalephotography
Check out our last interview with duo Polydeux here!