Westgold is a New Zealand-based grass-fed butter brand that recently launched in Walmart stores across the United States with plans to expand distribution further in 2023.
To help kick off their US launch in Walmart, Westgold aimed to create buzz and awareness among unfamiliar audiences in key target markets. Westgold partnered with Jive to create a robust activation program, including a comprehensive social media amplification strategy in order to get samples in the hands of potential customers and
create positive brand sentiment to visitors and new social media followers.
Jive executed a 12-day activation concept called The Butter Bar, featuring a branded mobile food truck serving visitors baked goods topped with Westgold butter across high traffic areas in Los Angeles and San Diego, California. The Butter Bar included a photo booth backdrop, brand ambassadors educating on the product, an on-site giveaway, and goodie bags for all attendees containing seasonal Westgold recipes.
Jive created a social media calendar to amplify activation efforts on Instagram and TikTok, featuring interactive Stories, a social media giveaway, on-site content capture, updated graphic design content, and daily TikTok posts.
Jive contracted 3 influencers to promote the Butter Bar to their following and reached out to over 100 unpaid influencers to attend the Butter Bar in LA and San Diego.
Organic Video Views
Total Number of Samples Provided
Tote Bags Handed Out to Visitors
% Increase in Instagram Followers
Total Organic Impressions
Engagement
Rate
315% increase in followers on Instagram
19,052 total impressions and 1,828 total engagements on IG and TikTok combined.
7,000+ branded tote bags handed out and over 14,000 samples tasted.
9.6% engagement rate across social media channels.
