Case Study: Organic Valley achieves #1 status in organic ready-to-drink protein with Humanaut’s Save the Bros campaign

Organic Valley boosts sales 114% with Humanaut

Organic Valley faced the challenge of launching their new organic protein shake, Organic Fuel, into a market dominated by popular but chemically-laden competitors. They partnered with the vendor Humanaut to create a campaign that could break through and appeal to the target "bro" demographic.

Humanaut developed the "Save The Bros" viral campaign, which included the Brononymous Hotline, a Twitter app that allowed friends to submit bros for a personalized intervention video and coupon. This solution generated over 100 million PR impressions with a minimal media spend, won an Effie Award, and increased sales by 114% within one month, moving Organic Fuel to the #1 position in its category.

Organic Valley