Who: Ricola and FUSE Marketing Group.

What: A social engagement campaign, “Ricola Reaches Out,” promoting the launch of Ricola Extra Strength in Canada and Ricola Cool Relief in the U.S.

When & Where: The campaign is timed for sore throat season, playing out across Facebook and Instagram.

How: Paid social posts featured messages such as “Do you know a raspy relative?” and “Do you know a co-worker with a cold?” inviting viewers to identify people who might benefit from Ricola products. Once provided their contact information, the brand reached out to in order to mail them relief in the form of its new products.

The results: The campaign led to more than 1,000 conversations started, with more than 2,500 replies, nearly 100 shares and comments and more than 250 post reactions. In total, the campaign garnered 344,797 impressions, with an estimated 188,092 people reached.

And we quote: “Our campaign positioned the brand similar to a helping hand that supports you when you are suffering from a cold or sore throat, and we wanted to do this in a genuine and heartfelt way, by paying it forward within the social community.” — Alok Ummat, director of marketing, Ricola Canada.

—Chris Powell

Disclosure: A Fuse executive is a financial supporter of The Message.
Financial supporters have no influence or input on editorial decisions.