Tag Archives: influencer campaign

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?

Ford Launches Fiesta With Young, Social Media-Savvy Influencers

2013 Ford FiestaInspired by marketing in the gaming and tech industry, Ford decided to invest in a “pre-launch” for the automaker’s Fiesta model, looking to create buzz and “develop demand before the product even really exists.”

Social media was an essential tool for this campaign, allowing potential consumers to “opt in” if they were interested in learning about the newer model.  Ford used to social to gain essential product feedback – before it was even on the market – and to dramatically increase awareness about the Fiesta, by using influencers to spread the word.

Ford began with concerns that hyping the new model would mean a total lack of interest in existing models. “If you talk about the new product, who would buy the old one?” asked Jim Farley, group VP of global marketing, sales and service for Ford Motor Co.  However, social media allowed people to self-select. “They weren’t going to buy the old car anyway, so we could show them the product a year ahead of time,” Farley told MediaPost.

The company then had time to respond to feedback from potential buyers, about anything from liking the European colors better to wanting a cupholder “sized to their Red Bull.”

While Ford was responding to the requests of potential buyers, they faced another major issue: the Ford Fiesta had “zero name-plate recognition” in the U.S.  The plan? Enlisting 100 “social-media whiz kids” to drive Ford Fiesta models for six months.  The payoff? “Ford didn’t launch the car; our Fiesta agents did. Auto writers interviewed these agents, not executives, and it produced 28 million views,” Farley told MediaPost.

Before Ford ran even one traditional ad, the brand had created 60% nameplate awareness for the Fiesta. According to Farley, these results “showed me the power of social media.”  The campaign was so successful that Ford now sets aside 20% of every launch budget for “pre-launch activities.”

What do you think of this campaign – particularly in comparison to Chevy’s Klout-based campaign for the Chevrolet Sonic?

Volvo Launches Pinterest Account With #VolvoJoyride Campaign

Volvo Cars US Pinterest CampaignSocial image-sharing site Pinterest is the focus of a new campaign by Volvo Cars of North America.  The promotion marks the launch of Volvo’s Pinterest channel, and asks users to create a “Volvo Joyride” pinboard to win a four-day lease of a new Volvo model, plus additional road trip perks.

Pinterest users are asked to describe their ideal road trip by creating a “Volvo Joyride” pinboard anytime between September 5 and September 26.  Participants have to pin the Volvo model S60 T5 AWD, and anything else that makes their road trip great, including: destination, stops, attractions, outfits, playlists/songs, and more.

On the “Volvo Joyride” Pinterest board, users are asked: “Ready to take a fall #roadtrip? Pin your #Volvo adventure for a chance to win your ultimate #VolvoJoyride!”

The winners get a four-day lease (the perfect amount of time for a weekend road trip) of the S60 T5 AWD and additional perks, including a two-night hotel stay, and gift cards for gas, food, beverages, clothing and music.  Three winners will be selected based on those with the most re-pins, likes and comments.

Volvo also looked to design and lifestyle blogger Victoria Smith to help promote the campaign, by making her own Volvo Joyride board and YouTube video to share with her over 473,000 followers on Pinterest.  Her board included images of the car as well as clothes, postcards, landscapes, hotels and music, and several of her posts pushed the contest: “If you’d like to win your own Volvo Joyride go to the Pinterest Contest Board http://pinterest.com/volvocarsus/volvo-joyride/.”

Since the soft launch of the brand’s Pinterest page in August, Volvo US has added five boards, 77 pins, and accumulated nearly 900 followers.  While these numbers are still quite small, they’re not too shabby for a brand that’s only been pushing Pinterest for less than a month.  The “Volvo Joyride” campaign began on September 5 with just 155 Pinterest followers, and has added nearly 750 followers in just three weeks.

Volvo wanted to capitalize on Pinterest’s ability to showcase the ‘lifestyle’ aspect of the brand: “We built out the first pinboards to highlight the design elements that make our cars unique, display how pet friendly our cars are, how versatile your life can be living with a Volvo and our various concept cars over the years,” said Linda Gangeri, manager of marketing platforms and technologies (ClickZ).

Citing Volvo as “more of a female brand than a male brand,” she also chose Pinterest for its target audience of females ages 25-54 years old.  Another reason to focus on Pinterest for this campaign? “Users who engage with a brand and pin a brand’s content have a high intention to purchase those items that they pin,” Gangeri told ClickZ. “Also, the high quality referrals that brands are seeing from Pinterest are indicative of the mindset of their user base. We want to be where the high quality engagement/leads are.”

Ultimately, the brand is hoping that Pinterest will drive traffic back to the Volvo website. Volvo believes Pinterest will yield real results: the brand is dedicating 50% of its social efforts to the site, along with one of the brand’s three community managers, according to Digiday.

Joe Barbagallo, social media manager at Volvo, told Digiday “We’re also aiming to change the brand’s perception and to grow our Pinterest audience.”  Volvo wants to reach pinners on a platform “where the Volvo brand is relevant.”

Volvo US is also promoting the campaign via its Facebook page (with over 253,000 likes) and the brand’s Twitter account (with over 68,000 followers).

[tweet https://twitter.com/volvocarsus/status/248466611034529794]

What do you think – is the number of Pinterest followers important for Volvo, or just their level of engagement with the promotion?  How effective was using a Pinterest ‘influencer’ to inspire others to create “Volvo Joyride” boards?