YouTube Fuels Record Awareness for America’s Most-Obsessed Fruit
Sumo Citrus tripled its YouTube-driven awareness and turned seasonal buzz into year-round sales
+6%
YouTube Brand Awareness Lift
+659%
YouTube Search Lift (Branded Keywords)
Marketing Challenge
With only a four-month sales window, Sumo Citrus needs to maximize the opportunity for increasing their brand awareness every season. The brand needed to rapidly grow its YouTube audience, sustain fan engagement, and turn seasonal buzz into lasting subscriber momentum—while competing against year-round, lower-priced citrus alternatives.
The Missing Ingredient (Insight)
By positioning Sumo Citrus season as an exclusive, can’t-miss event, The Missing Ingredient leveraged YouTube’s reach and influencer storytelling to transform fleeting fruit hype into a cultural moment. This approach built urgency, extended engagement, and converted video-driven awareness into direct ecommerce action.
YouTube Services Deployed
- Media Planning & Buying
- Content Production
- Influencer Marketing
Results & Impact
Sumo Citrus shattered category benchmarks for YouTube-driven awareness and social engagement. YouTube Brand Lift studies showed a 6% absolute lift in awareness and a 659% increase in branded search activity. These results helped transform Sumo Citrus from a fleeting seasonal treat to a year-round fan favorite and ecommerce winner.
Client Quote
“The TMI team has been an amazing marketing partner for us across multiple brands. Their deep understanding of the food space, data-driven approach and ability to integrate activities across channels makes them an essential extension of our internal marketing team.”
— Sunnia Gull, VP of Marketing, AC Foods
Execution Highlights
- YouTube campaign delivered a 6%+ absolute lift in brand awareness as well as a 2.4% lift in consideration
- Search lift for “sumo citrus” branded keywords spiked 659% during the campaign, demonstrating a powerful connection between YouTube exposure driving consumer action.
Key Takeaways
- YouTube can drive measurable brand lift and search intent, even in crowded categories and short selling windows.
- Pairing paid video campaigns with influencer and recipe content sustains engagement and converts fans into customers.
Results
Sumo Citrus achieved remarkable success through their YouTube marketing campaign, delivering:
- 6% lift in YouTube brand awareness and an incredible 659% increase in branded search
- Integration of paid media with influencer storytelling to create FOMO and cultural relevance
- Record engagement across social platforms through coordinated cross-channel amplification