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The Challenge
Proper Wild, the clean energy shot brand disrupting the traditional caffeine category, partnered with A Little Bird to expand trial and drive sales across key markets in 2024. The Proper Wild team set out to activate high-traffic, high-energy environments, from NFL stadiums to university campuses, while capturing valuable consumer feedback to inform their 2025 strategy.
The Solution
A Little Bird deployed a multi-city mobile sampling tour spanning Baltimore, Philadelphia, Pittsburgh, Connecticut, Boston, New Hampshire, and New York. Over ten weeks, our street teams engaged consumers in strategic locations including college campuses, sports arenas, beaches, and fitness hubs — all key occasions for energy and performance.
The plan was guided by three principles:
- Meet the moment: show up where energy was needed most (finals, social events, commutes).
- Make it personal: prioritize genuine interactions and brand storytelling.
- Measure the impact: capture feedback, impressions, and learnings to refine future campaigns.
What We Heard
Consumers praised Proper Wild’s clean ingredients, vibrant branding, and portable format, positioning it as a better-for-you alternative to traditional energy shots.
The Results
Across seven states, A Little Bird distributed 217,600 samples, successfully delivering “shots in hand” to target consumers in Proper Wild’s core demographic. Brand ambassadors drove consumer data collection through free shot offers using a QR code.
What We Did
- Experiential Marketing Tour
- Campaign Design
- Product Sampling
- Field Marketing
- Consumer Engagement
- Data Capture & Customer Sentiment
- Street Team Marketing
- Brand Activation
217,600
