Igniting the masses for a warming cause
Love Your Melon
About Love Your Melon
Love Your Melon was started as a classroom project with a mission to improve the lives of children battling cancer. For every beanie sold, Love Your Melon would donate one to a child battling cancer.
The Challenge: Create national brand awareness for Love Your Melon to help the company accomplish its mission.
The Solution
Leverage the compelling founder’s story and heart-warming mission to make the brand about more than the beanie.
Making more than beanies
Today’s consumer wants a brand to stand for more. We told the story of how Love Your Melon was started as a classroom project with a mission. As part of the beanie donations, founders Zachary Quinn and Brian Keller would dress up as superheroes for hospital visits as a way to bring joy and cheer to the children battling cancer. Our early storytelling efforts were focused around this aspect of the brand and not just the product.
Building brand ambassadors
The superhero visits were a critical part of the brand story, but the founders could not do it alone. We developed a college ambassador program for students to expand this activation and reach more children and families across the country. The ambassador network helped to create content and share the Love Your Melon brand story in local markets. Today, more than 13,000 college students host events and activations in children's hospitals across the United States as part of Love Your Melon's student ambassador program.
The national introduction
We worked alongside Love Your Melon to create a cross country bus tour complete with superhero hospital visits, college campus activations and a grand finale in their home market. This created the opportunity to pitch in regional markets as well as tell a national story which captured the attention of the TODAY show and Good Morning America.
Maintaining momentum
We continued to share the Love Your Melon story by highlighting the success of the millennial founders with business media, placing product features to support gifting time pegs, and announcing new product lines and co-branded partnerships.
The Results
Mission accomplished. Lola Red helped build Love Your Melon into a national brand. Three years after starting the business, Love Your Melon reached its goal of donating 1 hat to every child battling cancer, according to ACS yearly census.
20 MILLION
Media impressions were earned during the Love Your Melon East Coast Bus Tour that took place in 2014.
1 MILLION+
dollars have been donated to Love Your Melon's non-profit partner to aid in finding a cure for pediatric cancer.
276%
growth in revenue since the company's inception in 2012.
"The Lola Red team has helped us share our story with the world. They have placed us in Forbes, TODAY, Cheddar and many more media outlets to help share our mission of giving a hat to every child battling cancer in America, as well as supporting nonprofit organizations who lead the fight against pediatric cancer. Lola Red has always served as an extension of our team and we’re proud to have them along for the ride."
—The team at Love Your Melon
