28
Orchard Valley Harvest Nut Mix desperately needed an awareness campaign to compete with the big boys. Fortunately, our Say No To No Nut November campaign, strategically identified a wildly popular yet untapped cultural trend in which mostly young guys try to abstain from satisfying themselves with a good nut for the entire month of November. But going against the viral internet challenge was not enough. To have an impact, we needed to infiltrate the places on the internet where these cultural conversations were most frenzied, so we ran native content in places like the No Nut November Subreddit, Instagram, X, even gay dating app Grindr. Running uniquely specific content on these outlets also allowed us to authentically speak to our target, which provided a massive opportunity for engagement.
Orchard Valley Harvest is a small nut brand looking to spike their current 12% brand awareness. We are among a younger generation– Gen Zers and Millennials. Our panels showed that, despite acknowledging the health benefits, Zillennials saw nuts as "boring" and unappetizing. That's IF they'd even heard of Orchard Valley Harvest. The media landscape for this snack was consistently dominated by "Big Nut" players like Planter's. As Mr. Peanut prepared to make another Super Bowl appearance, we needed to be disruptive and "punch above our weight." We had 1/10th of the budget of some of our competitors so we knew we needed to show up for this audience in places our competition had never and likely would never touch.
We launched a video on November 1st to spread awareness about our nut-positive crusade. The spot featured our naive nut brand mascot trying to convince two young adult males to break No Nut November and enjoy a satisfying nut. We then posted some risqué "nut" content in the No Nut November Subreddit, which garners tens of thousands of posts everyday in November. We even went to a place people love nuts the most, gay dating app, Grindr. All our content drove viewers to our website where they could sign a petition to Say No To No Nut November, and buy our nuts.
With just 80k in media, our spot received over 5 million views on Youtube alone. Engagement for the brand jumped 3,507%. Our website traffic climbed 300%. And our ecomm sales skyrocketed 45%. All during the month of November. Additionally, we were named the #1 most effective ad EVER on leading gay dating app, Grindr. In fact, 200k people actually went to our website right after seeing the ad. Our little crusade made a big impact on our target. Proving that if you’re bold enough to go against a nut-based internet phenomenon, you can expect the results to come hard and fast.
No Nut November is a viral internet trend based on young adult males abstaining from “getting a nut” for the entire month of November. It started back in 2012 and has gained popularity every year since, appearing strongly on platforms like Reddit and Twitter/X. The No Nut November Subreddit received close to 18k posts daily in November 2022 (the year before we launched our campaign).
No robots were used when encouraging people to get a nut.
