The media landscape is changing, and if you are looking only to reporters to share your message, you are leaving money on the table.
That’s what Stonyfield realized when it started working with bloggers and social media influencers to spread the message about its unique product with “Stonyfield Farms Quarterly Blogger Tours.” By bringing a small group of influencers to the farms that supply the yogurt maker, the communications team has found a distinctive way to talk about organic farming and get in front of the fiercest gatekeepers of all: moms.
“We started the program over nine years ago,” explains Kristina Drociak, director of PR for Stonyfield, “and it was really a way to bring our point of difference to life and illuminate the whole story behind our sourcing and the relationship with our farmers and really educate around organic.”
The event series has been incredibly successful, with one particular weekend garnering over 20 million impressions. The campaign is the winner of PR Daily’s Influencer Event award.
Lots of hard work