MEET THE KETCHUPS

KRAFT HEINZ / SOCIAL MEDIA ENGAGEMENT CAMPAIGN

SUMMARY

Heinz launched a full-scale integrated marketing campaign to "introduce" consumers to its new family of flavored ketchups ("Meet the Ketchups"), featuring a :30 second TV ad spot aired during the Super Bowl.

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The spot shows an adorable group of wiener dogs (dressed as hot dogs) running across a field to reach a family of ketchup, mustard and BBQ sauce while Harry Nilsson’s “Without You” plays in the background.

To accompany this campaign, a full-scale social media engagement strategy was executed where the brand responded and engaged with consumers during the big game in real-time.

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MY ROLE

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• Executed full-scale social media engagement strategy, overseeing all interactions with consumers throughout campaign (and after)

• Actively engaged with consumers in real-time tweeting about the campaign

• Created consumer response language used across social channels to ensure brand and message consistency 

• Oversaw "Looking Glass" operation, a dedicated suite used for real-time monitoring of social campaigns

• Conducted active listening for mentions, tags, comments, influencer activity, media coverage and other engagement opportunities

• Generated reports on activity levels, engagements, sentiment and reach; utilized findings to guide campaign tactics

• Worked closely with agency partners to ensure seamless messaging and operational alignment

• Served as internal social media adviser to the brand

• Actively measured sentiment and share of voice across social media landscape

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THE RESULTS

• Handled more than 40,000 social media engagements

• Substantially increased social media impressions and reach

• Generated sales increase during campaign period

CAMPAIGN ELEMENTS