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Daryl's Bars | Experiential Marketing Campaign

Overview

In our mission to expand our energy bars business, we set our sights on the dynamic U.S. and Ontario markets. Renowned for our exceptional energy bars, we aimed to captivate consumers in new territories. Our objective was to adapt to local tastes, conduct thorough market research, and craft compelling marketing strategies. With unwavering dedication, we aspired to replicate our success, enriching the energy bar landscape in both the United States and Ontario. This project marked a thrilling opportunity to introduce our brand and nutritious offerings to a broader audience.

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Project Type: XM campaign

Date: August 2023

Location: New York, NY. Los Angeles, CA. Dallas, TX. Toronto, ON.

My Role

At Daryl's Bars, I created an immersive experiential marketing campaign to launch their product in the US market, strategically targeting New York, California, and Texas. The campaign was meticulously designed to captivate audiences and establish a strong market presence. 

The Project

1

What?

To create brand awareness, engage potential customers, and showcase the unique features & benefits of Daryl's Bars, emphasizing their healthiness, natural ingredients, and energy-boosting qualities; while generating positive brand sentiment through a fun and memorable experience.

2

Why?

The campaign emphasizes the brand's commitment to promoting health and well-being, help pushing people towards a more active lifestyle.

Outdoor people love being active and productive, we give them a chance to earn some enjoyable moments with actions.

3

When?

  • Summer season, nice sunny weather, perfect for outdoor activity

  • Tourism peak period.

  • School summer break.

4

Where?

In the US to introduce Daryl’s Bars products into the US market. Propose New York city.

Preferably outdoor areas where people exercises, and have high traffic volume, specifically parks.

5

Who?

All nationality, Gen Z and Millennials, with expendable income.

People who like to be active outdoors.

Health-conscious individuals.

Fitness enthusiasts, athletes, busy professionals, and anyone seeking healthier snack alternatives

How

  • Several interactive booths are set up in Central Parks NY city

  • Partner with LA Fitness to cross-promote between brands

  • Digital marketing campaign to further amplify the activation

6

Concept Flow

Engagement story

  • Many technological advances and conveniences that have made our lives easier & less active.

  • Those who are active are in need of a healthy snacks that can provide sufficient energy, still taste great and is good for health.

Setting

  • Location: In the US to introduce Daryl’s Bars products into the US market. Propose New York city.

  • Preferably outdoor areas where people exercises, and have high traffic volume, specifically parks.

  • Where people have time to join in activities

Branded Characters

  • Excitement

  • Energy Rush

  • Enjoyable

  • Fun/ Joy

  • Happiness

  • Satisfaction

  • Rewarding

Experience Plot

  • Audiences notice the booth;

  • They enter the booth and spend time to engage with the brand ambassadors;

  • They do activities in order to get points;

  • They also get involved with special games and have fun;

  • They exchange points and claim the rewards.

Sequence

  • The hashtag #beeactive, promoting both Daryl’s Bars bee and an active lifestyle.

  • User work out (get tired) and will feel satisfied when get the price.

  • Users share their thoughts with their friends and create engagement.

Amplification Strategy

PRE-ACTIVATION

DURING-ACTIVATION

POST-ACTIVATION

attract more participants,

inform people that we're here

build brand awareness

attract more participants,

enhance engagement,

build brand awareness

​

re-living the experiences,

increase brand awareness,

anticipation of the next installation

  • Targeted advertising on Twitter and Instagram;

  • Local influencer marketing 2-3 days before event

/focus on lifestyle, health, and fitness creators

    • mid-tier (50-500K followers)

    • micro influencers(10-50K followers)

  • Advertising on LA Fitness's official website and social media.

  • Brand generated content

  • Share live updates on social media platforms;

  • Live stream segments of the activation on Daryl's Bars social media channels;

  • Interview participants and capture their experiences.

  • User Generated content

  • Encourage participants to share their experiences on social media using the hashtag #beeactive

  • Re-tweet, share participants posts on events moment

  • Activation recap video & photos

  • Testimonials-cut videos

  • Paid-media

Metrics

Participants

Daryl's Bars Product Samples

Likes, comments, shares with the #beeactive

Website Traffic

Daryl's Bars product purchased after the activation

ROI based on sales and brand expos

Quantitatives

Audience: satisfaction, interest in Daryl's Bars, brand perception;

Media Coverage: report, review, positive mentions in blogs, news articles, etc;

User-Generated Content: videos, photos, testimonials;

Brand Sentiment Analysis: monitoring social media sentiment towards the brand.

Qualitatives

Pre-Activation:

Social media monitoring tools

Website analytics;

Audience surveys to gather data.

During Activation:

Brand ambassadors will track participant numbers;

QR codes voucher redemptions.

Post Activation:

Analyzing social media engagement;

Survey participants to gather feedback on their experience;

Monitor sales data and track website traffic for post-activation impact.

How to get them?

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