From Zero to Sold Out: The Impressive Launch of Billie Green

Background and Challenge

The Plantly Butchers, an emerging developer and manufacturer of 100% plant-based vegetarian and vegan protein products free from additives*, launched the new brand "Billie Green." The primary objective was to create a comprehensive digital communication package for the market launch, encompassing an informative website, accompanying social media activities, and targeted email marketing campaigns.

Approach and Realization

Timed perfectly for Veganuary 2023, a confident website was developed in the authentic look and feel of the brand, providing flexitarians, vegetarians, and vegans with comprehensive information about Billie Green's philosophy and product range. An attention-grabbing social media campaign featuring tailored always-on content across Facebook, Instagram, and Pinterest generated significant awareness within the target audience. Additionally, personalized email communications informed the community about the upcoming launch, enabling them to mark this important date in their calendars.

Results

The campaign achieved an impressive total reach of 14.2 million people with 83.3 million impressions across social media platforms. At product launch, customers literally stormed the supermarkets and cleared the shelves. Demand was so overwhelming that even Billie Green's marketing and sales team had to assist with selling to meet the extraordinary customer response.

* “Free from additives” means that The Plantly Butchers does not add any additives that require an E-number, such as preservatives, artificial colors, or thickeners.