KRAFT HOCKEYVILLE USA

KRAFT HEINZ / SOCIAL MEDIA CAMPAIGN

SUMMARY

In partnership with the NHL, Kraft Heinz hosted its national "Hockeyville USA" competition, a promotional campaign where towns across America compete to receive $150,000 in upgrades to their local hockey rink, the chance to host a nationally-televised NHL game at that rink, along with an entire weekend of Kraft/NHL festivities throughout the town.

Over the course of six months, individuals could log on to www.krafthockeyville.com to nominate their town/rink by creating an individual page with photos, backstory and more. During subsequent phases, visitors would vote for their favorite town to advance to the next round, which was announced on live TV during a primetime NHL game. 

 

This program provided Kraft Heinz the opportunity to boost community involvement, and also showcase its brands, increase sales in new markets and expand its digital presence. 

A key driver of this program's success was its social media content, engagement and paid advertising strategy, which for the first time was executed in-house, replacing a costly agency.

MY ROLE

 

As head of social media, I was able to bring this campaign back in-house to be managed internally, replacing a costly external advertising agency. In this role, I managed every facet of social media for the campaign, including the following:
 

  • Executed all aspects of the social media strategy including content development, copywriting, editorial calendars, paid advertisements, monitoring/listening, engagements and on-site integration

  • Created and published all social media content

  • Executed social response strategy, ensuring all consumer-facing communications were delivered with consistent language and voice

  • Worked closely with brands to seamlessly integrate products into promotions

  • Created and executed high-volume paid social media ads

  • Built weekly analytics reports; reviewed findings to guide tactics

  • Worked closely with key campaign partners and agencies to ensure message alignment

  • Executed on-site social media for brand activations and live events

  • Replaced costly external agency by performing campaign management in-house

THE RESULTS

  • Generated highest consumer participation in program's history

  • Achieved record-level social media and digital impressions

  • Increased sales associated with Hockeyville USA promotions

  • Replaced costly external agency by performing all social media management tactics in-house

  • Established a new campaign model that is still used today

CAMPAIGN ELEMENTS