But most bros are unaware of the scary chemicals and artificial ingredients inside these shakes. Thankfully Organic Valley, a bunch of organic family dairy farmers, created a very simple way to save these majestic beasts: their new organic, milk-based protein shake––Organic Fuel. Our campaign to Save the Bros was born. We created a long form video that informed people of the dangers bros face, and then asked for the internet’s support to help us save them. We followed that up with the Brononymous Hotline, a real twitter app that let you anonymously send a bro you know a custom bro-tailored video and a coupon to try Organic Fuel. Turns out everyone knows (and loves) a bro on Facebook or Twitter. The rest was history.

We launched our campaign to Save the Bros in Spring 2015 with a 2 minute and 14 second video. We posted the video to YouTube and Facebook (supported by a small media buy on both platforms). At the end of the video we asked people to share it “with a bro you know.” Thousands of bros were quickly tagged on Facebook and Twitter. The video directed people to SaveTheBros.com, where we offered a real Buy-One-Bro-One voucher, so you could try Organic Fuel and share a free one with a bro in need. Despite our success, million of bros still needed to be saved. So in August we followed up with the Brononymous Hotline, a real Twitter app that allowed people to anonymously tweet a bro with a custom bro-tailored video and a coupon to try Organic Fuel. Over 15,000 tweets have been delivered brononymously. Nice, Bro.

Over 200 million total impressions across social, digital, and PR

Over 27 million video views on Youtube/Facebook

Over 200,000 campaign shares

Over 350,000 website visits

Over 38,000 coupon views

Over 1MM views for original video in first week, after which it was voted Adweek’s Ad of the Week

Organic views on FB outnumbered paid views by almost 10 to 1

Featured in Forbes, Mashable, Fast Company, Maxim, BroBible, Greater Goodness, Digiday and others

Sales jumped +114% during first 4 weeks of the campaign (SPINSscan IRL. Mainstream Channel Total US. Compared first 4 weeks of campaign to 4 weeks prior.)

Total distribution points increased 13% during first 4 weeks of the campaign and 63% in the following weeks (Client’s internal ACV data)

By October Chocolate Organic Fuel was the #1 selling Organic Protein Shake in the Mainstream Food Channel. (Vanilla Organic Fuel was #2 selling ) (IRI: SPINS Conventional - Mainstream MULO Drug Ttl US 4&12 weeks ending 8/9/2015.)