Today on Cause Talk Radio, Megan and Joe talk to Clovis Siemon, video marketing manager, at Organic Valley about their Save the Bros campaign, a spoof on the traditional charity PSA. The initial Save the Bros video attracted over 2.4 million views on YouTube and generated a “significant increase” in product sales following the launch.




After the initial video’s success, Organic Valley followed up by announcing the Brononymous Hotline, a way to anonymously send a coupon for Organic Fuel and one of seven video messages to a “bro” you know on Twitter to encourage them to “protein responsibly.”



Megan, Clovis, and Joe discuss:


- What is Organic Valley? Short answer: it’s a billion dollar company!
- The different approach Organic Valley took to promote its new protein shake with 26 grams of organic protein.
- How Save the Bros didn’t happen overnight. Organic Valley worked with two different agencies and went through 29 rounds of creative that took months and months!
- To enter into a new category, Organic Valley focused on “shock and awe” appeals. They considered some crazy ideas.
- How the campaign was disruptive but still on-point and on-trend for the brand.
- How Organic Valley distributed Save the Bros. They started with Upworthy, Youtube, Facebook and Twitter. Facebook was the best performer.
- The follow up to Save the Bros was The Brononymous Hotline. They launched it on Twitter.
- The irony of the Save the Bros is that bodybuilders aren’t the target audience.
- What were the marketing takeaways for Organic Valley following the success of Save the Bros.


**Show Notes**


- [Just Because It’s a Good Cause Doesn’t Mean Your Marketing Shouldn’t Be Edgy](http://www.sustainablebrands.com/news_and_views/marketing_comms/phillip_haid/just_because_its_good_cause_doesnt_mean_your_marketing_s)
- [This Co-operative Is the World’s First Billion-Dollar Organic Food Company](http://www.sustainablebrands.com/news_and_views/business_models/hannah_furlong/co-operative_world%E2%80%99s_first_billion-dollar_organic_food)
- [Organic Valley](http://www.organicvalley.coop/)
- [The Brononymous Hotline](https://www.youtube.com/watch?v=oc5Pqkyk66M)
- [Wine to Water: The Real Miracle of the “Miracle Machine”](http://www.selfishgiving.com/blog/category/causetalk-radio-ep87-the-real-miracle-of-the-miracle-machine)