Tag Archives: Campbell’s Soups

Campbell’s #SlowKettle Twitter Party Trends With The Pope

Campbells Slow Kettle SoupsHave you heard of a Twitter party?  Major CPG brands – including Campbell’s Soups and Duracell – have started to embrace this new Twitter marketing concept as a way to grow engagement and maximize their brand’s exposure on the platform.

What exactly is a Twitter party? According to the NYC-based influencer activation company Social Media Link, it is “an hour-long moderated chat on Twitter based on a specific theme, brand or product. Each party has a unique branded hashtag to unite the conversation and prizes are given away at random to party participants – helping to generate conversation, engagement and excitement around the brand.”

While many brands are still unaware of the relatively new marketing concept (popularity has been increasing over the past year), a recent Campbell’s Soup Twitter party, using #slowkettle, rivaled breaking news about the new Pope as a national trending topic on the social platform.

The Campbell’s Twitter party was scheduled for March 13th to promote the brand’s Slow Kettle® Style Soups, using #slowkettle to spark tweets from Campbell’s fans.  Fans were eager to participate, with 1,000 people tweeting the hashtag and hoping to win one of numerous party prizes.

Trending Topic #SlowKettleThe party soon made an appearance in the top 10 trending topics on Twitter, and then remained in the top 5 trending topics for a full hour.  That’s a fairly impressive statistic on its own; however, it turned out that the #slowkettle Twitter party took place at the same time as the announcement of the new Pope, accompanied by a slew of trending hashtags including #HabemusPapam, #whitesmoke and #newpope.

How was #slowkettle able to maintain its place in the top 5 trending topics despite this serious competition? The pope is, after all, the leader of 1.2 billion Catholics worldwide.  The answer lies in Social Media Link’s 300K member influencer platform, Smiley360.com, with members across the U.S. — many of whom “are tech & mobile-savvy Midwest moms.”  The effort generated 4,100 tweets, and at one point even reached the #3 trending hashtag in US Trends.

Twitter parties are set up by consulting with the brand to create a theme, prizes and party questions to guide the conversation.  The questions were designed to “spark conversation” and create a “party-like” atmosphere, encouraging people to tweet with personal stories and experiences as well as feedback on the brand/product. According to Jordan Herrmann, Marketing Director at Social Media Link, “The high engagement and volume of tweets was driven by many of the party questions asked to attendees, as well as the brand loyalty to Campbell’s Soup.”



For example, participants in the #slowkettle Twitter party were asked a mix of open questions (favorite activity to warm up in the winter months?) and brand-specific questions (which ingredients were favorites in Campbell’s soups?). To further encourage engagement, prizes were given away at random to those who answered the questions.

These parties have “the potential to generate thousands of tweets with millions of impressions in a very short amount of time.”  In this case, Social Media Link believes it was a combination of the enthusiasm of Campbell’s fans and “the power of the Smiley[360] community of socially-active influencers” that led to success and the trending hashtag.

On average, Twitter parties run by Social Media Link’s influencer program generate:

  • 4,740 tweets
  • 440,000+ reach
  • 4.5MM impressions

Other examples of this type of marketing include Duracell’s #WhatPowersYou Twitter party, which trended #1 nationwide and generated 3,800 Tweets during the party, and Pompeian’s #PompeianParty Twitter Party which generated 6,300 tweets and was the #6 trending hashtag in the US during the party.

Would a Twitter party – or social influencer platform – work for your brand?  If yes, would the higher engagement be reason to shift money away from TV and display ad budgets into social media advertising?

How Campbell’s Go Targets Millennials On Facebook, Tumblr, Spotify, BuzzFeed And Mobile Games

Campbell's Go Facebook pageCampbell’s Soups is reaching out to millennials with a “whimsical, humorous personality” on social media to promote a new line of microwaveable soup products, called Campbell’s Go.  The campaigns reaches across multiple social platforms, including Facebook, Tumblr, BuzzFeed, Spotify and mobile gaming.

On Facebook, Campbell’s has given a distinct “voice” to each of the six Campbell’s Go soup flavors,   The Facebook page “follows a sitcom-esque style and features humorous daily posts and shared content,” Nelson Warley, senior brand manager of Campbell North America, told ClickZ.  The page, just launched in October, already has over 110,000 fans.

Other social media efforts for Campbell’s Go include:

  • Tumblr: Campbell’s Go has its own Tumblr page, which features similar content to the Facebook page.
  • BuzzFeed: the soup brand has teamed up with social news site BuzzFeed, creating funny posts that are designed to promote sharing – examples include “17 Animals Who Were Totally Prepared for Halloween,” “10 Famous Landmarks and Their Greatest Facsimiles,” and “10 DIY Tips for Camping Without Leaving Home” (ClickZ)  Campbell’s Go is also sponsoring BuzzFeed’s Nom Nom Feed, so posts tagged with Nom Nom appear with a branded tab – “Presented by Campbell’s Go Soups.”
  • Spotify: Campbell’s Go flavors are the inspiration behind a new set of playlists on digital music service Spotify, with one playlist for each of the six flavors. When a user listens to one of these songs on Spotify, he/she receives a coupon for Campbell’s Go and gains access to the full playlist.
  • Angry Birds: Campbell’s Go is also a launch sponsor for Angry Birds Star Wars (of Rovio Entertainment), and fans on the to-go soup’s Facebook page will have access to character reveals and game-playing tips.

The soups – meant for younger, always ‘on the go’ consumers – come in microwaveable packaging in six “bold” flavors: Coconut Curry with Chicken and Shiitake Mushrooms; Moroccan Style Chicken with Chickpeas; Chicken and Quinoa with Poblano Chilies; Spicy Chorizo and Pulled Chicken with Black Beans; Golden Lentil with Madras Curry; and Creamy Red Pepper with Smoked Gouda.

Campbell’s Go is the result of intensive research to understand the Millennial audience, according to Warley.  “We developed a digital marketing campaign aimed at igniting Millennials’ passion points – one being humor,” he told ClickZ.

The campaign will also include interactive banner ads on social sites, as well as digital and mobile couponing efforts.  Even the soup packaging promotes the individual ‘personality’ of each soup, with “whimsical photos and humorous sayings” that match marketing efforts on multiple platforms.

Will humor, social media and a healthy dose of ‘personality’ be enough to get twenty-somethings excited about soup?