Tropicana Trop 50 case study: Jory sits down with a Trop 50 community manager and a PR agency rep to discuss the comprehensive BlogHer campaign

Tropicana Trop 50 decided to take the radical step of asking, not telling...and of listening more than talking. By working with BlogHer to create "The Juice," a sponsored online community designed to help women get more of what they want, and less of what they don't want, from life, Trop 50 is reaching women where they already are. By launching a series of weekly video shows, each tackling one easy-to-digest issue and each featuring tips from both experts and community members, they are providing a space for women to seek and share advice. By creating a series of quick polls, they are making it clear that their customer is in the driver's seat of defining what issues they care about and what content comes next. It's a new hybrid using the reach of advertising to drive action within a deeply engaged online community. Ogilvy's VP of Digital Strategy Kaitlyn Wilkins and Tropicana's Melissa Wagamon will discuss both the development and execution of such a comprehensive campaign.