Overview
Activate DMM's celebrity talent, editorial network, and social influencers to creatively celebrate Jamba's 25th Anniversary and promote its new line of smoothies and celebratory giveaway.
Jamba Juice 25th Anniversary
Celebrating Jamba Juice's Anniversary and product rollout with celebrity talent, editorial network, and social influencers
Strategy
Former Glee star Harry Shum Jr, his editorial site Tenth + Fourth.com, and health & wellness influencer Jordan Younger of The Balanced Blonde, created visually enticing content for their fans/followers on Instagram that celebrated Jamba’s 25th birthday and three new products – Strawberries Wild, Tropical Greens, Caribbean Passion.
The Balanced Blonde’s Jordan Younger posted 3 times (images) and her content helped re-introduce the Jamba Juice brand to an urban audience. Additionally, Harry Shum Jr. posted two animated short videos to get fans excited about the new flavors.
In both cases, posts motivated fans/followers to take part in the contest, share their favorite Jamba Juice flavor, and visit their local Jamba Juice store for a free smoothie on Jamba’s B-day. Five winners were chosen to receive a $25 Jamba Juice gift card.
JORDAN YOUNGER - POST 1
“I don’t think there is anything I love more than getting in a super good workout on a sunny summer day. It’s so important to refuel & rehydrate after you sweat it all out – especially when it’s blazing hot outside like it is in LA today! What’s your go-to @jambajuice drink post-workout? Mine is definitely Tropical Greens, or my all-time fav Caribbean Passion ❤️”
JORDAN YOUNGER - POST 2
“Rehydrating between meetings is my jam. I couldn’t decide between two of my favs, so I got both. Sipping on @jambajuice Strawberries Wild & the super greeny fresh Tropical Greens. You know it’s good when you have to double fist! Do you have a favorite? ❤️”
JORDAN YOUNGER - POST 3
“Guessss who now carries cold-pressed and fresh made to order juice?! That’s right, @jambajuice. Even walking into their store & smelling the familiar Jamba aroma filled me with sooo many memories because @jambajuice was totally my middle school hangout spot. This Tropical Greens + Orange Reviver combo is so delish and totally refueled me after my workout this morning. If you follow me on Snapchat, you know that I spilled the whole thing in my car directly after this photo… April is also Jamba Juice’s birthday and they have a special treat for you! Comment below with your favorite Jamba Jice flavors by 4/13 with #JambaBDAY for a chance to win a $25 Jamba gift card. We are picking 5 winners! See rules: http://po.st/jamba25jordan #ad”
HARRY SHUM JR - POST 1
“Sweet video made by @TenthAndFourth! We’re celebrating @jambajuice’s 25th anniversary by giving away FIVE $25 gift cards. Comment below with your favorite juice or smoothie flavor and use the hashtag #JambaBday for a chance to win! (Rules: http://po.st/jambaharry)
HAPPY BIRTHDAY JAMBA JUICE”
HARRY SHUM JR - POST 2
“When it’s free @jambajuice day and your Strawberries Wild smoothie just wants to dance. Yup! From 9-11am Jamba Juice is giving out free smoothies. Go get some! #JambaBDAY | (camera emoji): @Tenthandfourth”
Results
The campaign spanned over multiple weeks with a total of 7 unique pieces of content. The response from fans was extremely positive with many comments proving useful insight into which products were consumers’ favorites. Over 1.3M+ were reached with a total of 23K+ engagements. Content created brand awareness, encouraged followers to participate and engage, and cheerfully celebrated Jamba Juice’s birthday. Both of Harry’s posts were featured on the ‘Popular in your country’ page on Instagram and helped #JambaBDAY trend nationwide.