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This spring Soup worked with Jordans Cereals to launch the Big Buzz. This campaign aims to drive brand awareness and customer loyalty, while putting the spotlight on the decline of bees in the UK. Jordans are using the campaign to consider how the bee’s plight reflects conservation issues, particularly habitat loss and, importantly, makes moves to coordinate a group effort among its audience to tackle the problem.

Soup designed a microsite, a lovely screensaver and a viral message application to increase awareness online of the campaign. To bolster the effect of the campaign we also set about negotiating meaningful relationships with potential influencers and consumers in social networking environments.

We could see that there was already a motivated community of concerned bee lovers online and we would be able to increase the power of the Beeline message if we could encourage their advocacy of the campaign. By identifying relevant twitter networks and launching an account to head the campaign, we have been able to negotiate a powerful reach for the Big Buzz. All activity is monitored and responded to in order to deepen engagement and develop relationships in a meaningful way.

Influential bloggers targetting the Jordans’ audience groups and bee lovers, were also contacted, links were established, relevant information supplied and shared, and positive relationships have formed.

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