SUMMARY: Stephen Houghton wanted to extend customer service for Clif Bar to the Web without sacrificing customer intimacy. "The online initiative was never, and will never be about turning visitors into sales," says Houghton.
"We just want to generate excitement about the brand. It sounds hokey but from the employees to the consumers, we're a family, and we want to treat people the way we want to be treated. "
Houghton delivered personalized customer service that kept his homey brand in tact. Read to see how their viral New Year's Resolution campaign exceeded their most optimistic forecasts by 10 times.