The Dupont / Solae Soy project was an initiative to ignite a popular movement among consumers to make soy a more integral part of their everyday eating habits.
This was accomplished through a consumer influence campaign for the soy industry across all forms of media. Our goal was to connect the delicious, nutritious and eco-friendly benefits of soy products to the emotions and priorities of all consumers. Young, educated suburban Moms and millennial influencers were a key focus group.
The culmination of our efforts was outlined in the 39 page One World – One Bean consumer marketing initiative. This included strategically branding soy products to specific audiences using a variety of methodologies which included, social media, focused content, influencer events, Soy TV (YouTube styled video content), strategic sponsorships / partnerships and event activation tactics.