{"id":70381,"date":"2013-10-16T15:19:45","date_gmt":"2013-10-16T15:19:45","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/social-media-innovation-not-enough\/"},"modified":"2013-10-16T15:19:45","modified_gmt":"2013-10-16T15:19:45","slug":"social-media-innovation-not-enough","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/social-media-innovation-not-enough\/","title":{"rendered":"Social media: innovation alone isn&#8217;t enough"},"content":{"rendered":"<p>PepsiCo, the global food and beverage corporation, recently scored a social media first. In the summer of 2013 the company produced a vegetable garden powered by social media interaction, aimed at promoting its Naked Juice brand. But, in spite of the creativity of the idea and a substantial budget, PepsiCo\u2019s vegetable patch drew a muted response and was quickly harvested.<br \/>\nEvery time a water-related tweet was sent to @thepowergarden, sprinklers were activated, helping to grow plants that yield the fruit and vegetables used in Naked Juice\u2019s products. Facebook comments had a similar effect, and the garden was open to visits too \u2013 the plants were wired to emit a harmonic sound when touched.<br \/>\nUpon its launch, the Senior Director of Marketing at Naked Juice, Andrea Theodore, said: &#8220;The Power Garden allows [consumers] to have a hand in growing the types of veggies that we\u2019ve blended in our new Tomato Kick and Berry Veggie drinks.&#8221;<br \/>\nWe\u2019re impressed by PepsiCo\u2019s innovative approach, but the eventual failure of the interactive vegetable garden shows that, in the digital world, a great idea isn\u2019t enough. PepsiCo failed to draw enough attention to the initiative, and just 292 tweets were sent to water the garden.<br \/>\nThis ambivalence could have been influenced by a lawsuit \u2013 Naked Juice was being sued for allegedly using genetically modified ingredients at the time the project was underway. But whatever PepsiCo\u2019s reasons for failing to promote its vegetable garden, the situation highlights the importance of dedication and engagement with consumers to any social media campaign.<br \/>\nAt Stratton Craig we understand the importance of <a href=\"file:\/\/\/C:\/Users\/Stratton%20Craig\/AppData\/Local\/Microsoft\/Windows\/Temporary%20Internet%20Files\/Content.Outlook\/TVHYN6JJ\/www,strattoncraig.co.uk\/digital-copy\/social-media\">social media<\/a>\u00a0to modern marketing campaigns, and we excel at building a stronger relationship between companies and consumers.\u00a0 To find out more about our written communications services, please <a href=\"https:\/\/www.strattoncraig.com\/contact-us\/\">get in touch<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>PepsiCo, the global food and beverage corporation, recently scored a social media first. In the summer of 2013 the company produced a vegetable garden powered by social media interaction, aimed at promoting its Naked Juice brand. But, in spite of the creativity of the idea and a substantial budget, PepsiCo\u2019s vegetable patch drew a muted [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[448,312],"tags":[],"class_list":["post-70381","post","type-post","status-publish","format-standard","hentry","category-digital-copywriting-us","category-social-media-copywriting-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Social media: innovation alone isn&#039;t enough - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/social-media-innovation-not-enough\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social media: innovation alone isn&#039;t enough - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"PepsiCo, the global food and beverage corporation, recently scored a social media first. 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