WhiteWave Foods (Silk Soy Beverage)

Silk Million Hearts Challenge

Upon launching their new Silk Heart Health product line, WhiteWave Foods asked Spider to develop a promotional campaign that would serve a dual function: Engage one million Americans with Silk’s Heart Health message, while spreading cholesterol awareness and heart health education.

To launch Silk’s new product line virally, Spider introduced the Silk Million Hearts Challenge — an online program that invited Americans to reach out to friends and family by inviting them to join the challenge, too. At the same time, site-wide tips and advice helped to increase awareness of the cholesterol-reducing benefits of Silk Heart Health. Consumers were directed to SilkSoymilk.com via online, TV, print, in-store and PR. High-value coupons were presented to consumers as an incentive to try the new product — boosting purchase intent and maximizing sales.