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.
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.
MY ROLE
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Executed full-scale social media engagement strategy, overseeing all interactions with consumers throughout campaign (and after)
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Actively engaged with consumers in real-time tweeting about the campaign
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Created consumer response language used across social channels to ensure brand and message consistency
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Oversaw "Looking Glass" operation, a dedicated suite used for real-time monitoring of social campaigns
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Conducted active listening for mentions, tags, comments, influencer activity, media coverage and other engagement opportunities
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Generated reports on activity levels, engagements, sentiment and reach; utilized findings to guide campaign tactics
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Worked closely with agency partners to ensure seamless messaging and operational alignment
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Served as internal social media adviser to the brand
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Actively measured sentiment and share of voice across social media landscape
THE RESULTS
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Handled more than 40,000 social media engagements
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Substantially increased social media impressions and reach
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Generated sales increase during campaign period
CAMPAIGN ELEMENTS









