Soy Vay

Activating the right advocates for Soy Vay® boosted purchase-intent by over 250%

Challenge

After a successful first House Party campaign, which activated 500 moms hoping to add a new kick to their cooking, Soy Vay was looking to do something even bigger and bolder to get the word out that its line of sauces and marinades can make anyone look like a chef. Soy Vay wanted to create a unique trial experience that would increase increase awareness, spark conversations and drive purchase-intent.

Solution

1,100 “Turn Up the Flavor” House Parties that

  • Provided hosts with a talk-worthy, fun-filled Party Pack that included Soy Vay Veri Veri® Teriyaki bottles, recipe booklets and Soy Vay branded gifts such as T-shirts and totes, to give hosts and guests a memorable Soy Vay experience and inspiration for great UGC
  • Drove tens of thousands of product trials for Soy Vay — a brand previously with low consumer awareness — a fun, authentic party setting
  • Got people talking. When something tastes this good, you have to spread the word, and House Party’s digital platform and social-sharing tools drove millions of conversations, off-line and across a variety of social media channels

Results

  • Reach & awareness: 12 million impressions — 89% of them earned impressions
  • Trials: 25,000 at-party product trials
  • UGC: 5,000 blog posts, 3,000 photos and 150,000 Facebook posts
  • Branding: Lifts in favorability, advocacy-intent and purchase intent of 250%-400%
“WOW! Let’s just say I am SUPER HAPPY that I was chosen as a host for Soy Voy. I doubt I would have purchased it unless I had the opportunity to try it for myself. I’ve been telling everyone how good Soy Vay is and that I tried a couple of the recipes. YUM! YUM! YUM!!! Can’t wait to try the rest of the Soy Vay products. :)”
— Kristen Brokaw, Soy Vay House Party Host