As The Original Plant-Based Food Company℠, Del Monte has been a cultivator and innovator of nutritious foods for families across America for over 135 years.
For the first time ever, Del Monte is bringing packaged bubble tea to grocery and retail stores throughout the U.S. through their new Joyba™ line of boba shop-inspired beverages made with real brewed tea and popping boba.
Bubble Tea is one of today’s biggest beverage trends – Del Monte wanted help promoting their new Joyba Bubble Tea drink line to on-campus students in the LA area.
It’s important for brands to meet their target audience where they live and breathe in the digital space. Because consumers check email every day, email marketing is a highly effective approach to promoting a product or service while also increasing visibility and traffic. This simple, targeted process is easily tracked and can reach individuals on any device.
Targeted, localized emails were used as a way to introduce and promote the on-campus programs. Target dates were selected to match the best historic days for send results and to not conflict with an earlier program at the same campuses. All of the second sends performed very well and had historically high and consistent click rates above 1.60%!
Subject Line: Look What’s Coming To Your Campus!
From Line: JOYBA™ Bubble Tea
Total Opens: 74,671
Total Clicks: 6,577
|Campus||Activation||Broadcast||Delivered||Opens||Percent Opens||Clicks||Percent Clicks|
|CSU – San Bernardino||10/16/21||10/09/21||11,987||2,311||19.28%||192||1.60%|
|CSU – San Bernardino||10/16/21||10/12/21||11,987||2,022||16.87%||193||1.61%|
|UC – Los Angeles||10/19/21||10/07/21||26,761||4,805||17.96%||426||1.59%|
|UC – Los Angeles||10/19/21||10/12/21||26,761||5,493||20.53%||443||1.66%|
|CSU – Northridge||10/20/21||10/08/21||25,050||5,289||21.11%||408||1.63%|
|CSU – Northridge||10/20/21||10/13/21||25,050||4,540||18.21%||418||1.67%|
|UC – Irvine||10/21/21||10/07/21||17,864||3,609||20.20%||282||1.58%|
|UC – Irvine||10/21/21||10/14/21||17,864||3,111||17.41%||296||1.66%|
|UC – Los Angeles||10/23/21||10/16/21||26,761||4,841||18.09%||452||1.69%|
|UC – Los Angeles||10/23/21||10/19/21||26,761||4,715||17.62%||447||1.67%|
|CSU – Dominguez Hills||10/24/21||10/10/21||8,952||1,514||16.91%||145||1.62%|
|CSU – Dominguez Hills||10/24/21||10/17/21||8,952||1,512||16.89%||159||1.78%|
|CSU – Long Beach||10/26/21||10/12/21||26,461||4,099||15.49%||409||1.55%|
|CSU – Long Beach||10/26/21||10/19/21||26,461||4,727||17.86%||423||1.60%|
|UC – San Bernardino||10/27/21||10/20/21||11,987||2,547||21.25%||186||1.55%|
|UC – San Bernardino||10/27/21||10/26/21||11,987||2,193||18.29%||203||1.69%|
|UC – Irvine||10/28/21||10/14/21||17,864||3,077||17.22%||289||1.62%|
|UC – Irvine||10/28/21||10/21/21||17,864||3,338||18.69%||286||1.60%|
|CSU – Northridge||10/30/21||10/23/21||25,050||5,068||20.23%||384||1.53%|
|CSU – Northridge||10/30/21||10/26/21||25,050||5,860||23.39%||536||2.14%|
Posters were placed at each campus a minimum of one week before each of the events. This on-campus creative helped target the student body directly, leading to more engagements and interactions at our events while advertising the product.
College Marketing Group offers a variety of location media services to spread brand awareness and communicate your message in a memorable, widespread manner.
We have nationwide campus access and can target any university in the country.
CMG’s go-to partner Svedvik handled the on-campus sampling tour across 10 campus events throughout October, 2021.
Street Teams are a great campus community engagement tactic. Brand ambassadors create a dialogue between the brand and students to convey your message like no other media. Our experienced ambassadors are also able to adapt appropriately during the course of the campaign – our ambassadors immediately recognized there was some confusion around how the straw worked, and adjusted talking points quickly to include instructions.
Students were very eager to interact and spend more time in the footprint allowing the team increased engagement and product education opportunities. Participants were encouraged to take a photo against the branded backdrop, post to social media, and earn a spin of the prize wheel for a chance at winning premium gift cards, t-shirts, sunglasses, cell phone wallets, or Airpod cases. And of course, try out the refreshing new drink from Del Monte.
|Day||Date||Event Activation||Location||Time||Est Attendance|
|Saturday||October 16||CSU – San Bernardino | Homecoming Student Bash||Coyote Commons||4p – 7p||2,000|
|Tuesday||October 19||UC – Los Angeles | On-Campus||Bruin Plaza||10a – 2p||8,000|
|Wednesday||October 20||CSU – Northridge | Men's Soccer Game||Matador Soccer Field||4p – 7p||600|
|Thursday||October 21||UC – Irvine | On-Campus||Anteaters Rec Center||5p – 8p||1,000 – 1,500|
|Saturday||October 23||UC – Los Angeles | Homecoming Game||Rose Bowl Stadium||8:30a – 12:30p||40,000|
|Sunday||October 24||CSU – Dominguez Hills | Men's & Women's Soccer||Dignity Health Sports Park||1:30p – 6:30p||1,000|
|Tuesday||October 26||CSU – Long Beach | On-Campus||Rec Center||3p – 7p||1,000 – 1,500|
|Wednesday||October 27||CSU – San Bernardino | On-Campus||Coyote Walk||10a – 2p||1,000|
|Thursday||October 28||UC – Irvine | Women's Soccer Pride Night||Anteater Stadium||4p – 7p||500 – 900|
|Saturday||October 30||CSU – Northridge | Men's Soccer Game||Matador Soccer Field||4p – 7p||600|
The preliminary email and postering programs built hype and anticipation around the product and upcoming sampling events, ensuring a successful ten activations across six campuses over just two weeks.
– Consumer Reaction Quotes
Surveys conducted at the samplings showed that most students were previously aware of & drinking Boba teas. With very few exceptions, all respondents wanted Joyba on-campus. Overall sentiment was extremely positive, and anticipated intent-to-purchase frequency strong. In total, 338 students participated in the survey. Participants’ birth years ranged from 1999 to 2004.