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Posted April 11, 2011 in Blog, Business, eCommerce, Facebook, Social Commerce, Social Media, Strategy, Training by Conor

Social Media Case Study – 10C’s – Heinz 57

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The following is a case study from the UK by top social media agency We Are Social. For ease of understanding, we break this campaign down into the 10 parts that make up the SocialMedia.ie 10 C’s Strategy Model.

The SocialMedia.ie 10C’s Strategy Model is the complete guide to creating a digital & social media marketing strategy. It can be applied to almost any business, beginning by analysing the business itself, outlining objectives, and then achieving those objectives by following the step-by-step process.  Contact us if you want us to help you with our training and consulting services based on the SocialMedia.ie 10C’s Strategy Model.

SocialMedia.ie 10C’s – Heinz 57                             
Context

Context

- To create a buzz, stimulate word of mouth around Heinz Ketchup and boost their Facebook platform
- 45,000 UK Facebook fans
- To complete promotion by the end of the month of March
Consumers

Consumers

- Heinz Ketchup Facebook fans
- Heinz Ketchup bloggers
- UK grocery shoppers
Communities

Communities

- Heinz Ketchup bloggers and Facebook fans
- Cookery enthusiasts
- Food lovers
Concepts

Concepts

- Use social media to launch a limited edition flavour of Heinz Ketchup
- Pre-release 3,000 bottles of the limited edition Heinz ketchup to passionate advocates of the brand
- A further 997,057 bottles sold in UK shops a few week later in late March 2011
Collaborations

Collaborations

- 57 influencers comprised of bloggers and top UK chefs who will receive the product
- Initially, only available to loyal Facebook fans.
- Facebook posts mention celebrities who have ordered the product
Content

Content

- The product is purchased through an F-commerce application
- Videos of Heinz Ketchup being used as an ingredient on Facebook page
Connections

Connections

- Promoted through Facebook
- Offline media such as papers reporting on the launch
- Existing website and email list
http://www.heinz.co.uk/ourfood/sauces/whatsnew
Conversation

Conversation

- The novel idea of the launch got people talking on blogs and boards
- Participated in and managed conversations in the build up to and after the release of the product
Contagious

Contagious

- The campaign received a lot of PR coverage worldwide through TV, press and offline WOM
- People have to “like” the page in order to purchase the product thus potentially spreading the word about Heinz to on average 130-150 friends
Conversion

Conversion

- Within a 9 day period the Heinz Facebook page had got an extra 14,000 “likes”
- Demand for the product was strong as a result of Heinz Ketchup “tryvertising” with many requests being posted on the Facebook page

Case Study by Stephen Coughlan

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