|'Yass Queen': Honest Tea Uses Influencers and BuzzFeed to Reach Young Moms
When Dan went on his first date with Krystal, he was on crutches. And she was dressed like a clown. While that may not sound like an auspicious start to a relationship, the two lovebirds ended up staying up all night. They, along with two other couples, share their first-date experiences in a BuzzFeed ad for Honest Tea called “Couples Get Refreshingly Honest About How They Met.” The video, posted yesterday, has already been viewed 1.5 million times and shared 2,500 times, with more than 700 comments.
The video, which shows fleeting shots of the Honest product on a side table, is part of an integrated marketing campaign this summer, which includes paid-media deals with BuzzFeed, HGTV and seven social influencers.
The brand is collaborating with agency Creaxion on corporate communications and Jedd Production on TV commercials, though the majority of the content is produced by an in-house team of 15 that consists of designers, PR, brand management and social strategists. The team gives influencers specific instructions, writes press releases and social media content, and works with BuzzFeed on the production of sponsor content. There’s also a GIF-heavy advertorial titled “14 Things We Learned About People From The 2016 National Honesty Index.”
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This article was published on Digiday.com. A full link to the original piece is after the story.
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