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Problem
Capture younger users for the PowerBar brand which was becoming less contemporary
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Solution
Center on Extreme Sports 360 program
Drive deeper engagement via new site and social media
Innovate search strategy with extreme sport keywords and TV events
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Tactics
Localized search advertising in event markets
National search advertising for partnership keywords
Special awareness campaign focused on action sports rather than endurance athletes
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Results
Average age of 22 y.o. for program participant (down from mid 40’s)
Expanded e-commerce results by 50%
