Social Media PR Case Study

Fruitables School Music Mash-Up
To increase brand awareness for Apple & Eve’s Fruitables, a new fruit and vegetable juice for children, and appeal to the target audience of moms, Hunter Public Relations developed a social media cause marketing initiative highlighting the importance of music & arts education. Like Fruitables, a “mash-up” of fruit and vegetable juice, a music “mash-up” is the combination of two or more songs. Most recently made popular by the hit Fox television show “Glee,” mash-ups had become a very popular art form, particularly among school choruses and glee clubs. The program developed by Hunter PR, Seeding the Arts, Fruitables’ search for the “Best School Music Mash-Up in America,” benefitted VH1’s Save the Music Foundation. The contest lived on Apple & Eve’s Facebook page and the winning school vocal group—determined by a national Facebook vote—was awarded $10,000 and the title, “Best School Music Mash-Up in America.” In addition, for every new Facebook fan to Apple & Eve’s page, a donation was made to Save the Music. To kick-off the campaign, Cory Monteith, star of “Glee” and an active Tweeter, was engaged to serve as the face of the campaign and a judge in the Mash-Up contest. In total, Hunter PR generated nearly 200 media placements and more than 32 million media impressions in support of the Fruitables School Music Mash-Up program, including: People.com, OK! Weekly, Entertainment Tonight, MTV Countdown with Damien Fahey, Good Day New York and Good Day LA. In the online and social media space, more than 3,500 fans joined the Facebook page, there were approximately 600,000 Twitter impressions and more than 1.8 million blog impression from key mom sites such as Real Moms Guide, Cookerati, TV Examiner and Mom Trends NYC.