Question 1

Did Solo Stove's Snoop Dogg campaign actually work?

Accepted Answer

Set the metric before the campaign: Solo Stove's Snoop Dogg stunt was a brand awareness play, and judging it on two months of Q4 sales was measuring the wrong thing. Solo Stove's Snoop Dogg campaign worked because the 'giving up smoke' tease was allowed to run for about a week before the reveal instead of collapsing the gag into a single post. The Snoop partnership was Solo Stove's first major national marketing campaign and included product innovation plus a signature product line, not just advertising. Grubhub proved the Snoop Dogg campaign in 19 international markets before rolling it into the US, an example of testing creative abroad first.

Question 2

Why was the Snoop Dogg Solo Stove campaign so effective?

Accepted Answer

Set the metric before the campaign: Solo Stove's Snoop Dogg stunt was a brand awareness play, and judging it on two months of Q4 sales was measuring the wrong thing. Solo Stove's Snoop Dogg campaign worked because the 'giving up smoke' tease was allowed to run for about a week before the reveal instead of collapsing the gag into a single post. The Snoop partnership was Solo Stove's first major national marketing campaign and included product innovation plus a signature product line, not just advertising. Grubhub proved the Snoop Dogg campaign in 19 international markets before rolling it into the US, an example of testing creative abroad first.

Question 3

Why did Grubhub expand its Snoop Dogg campaign to the US?

Accepted Answer

Set the metric before the campaign: Solo Stove's Snoop Dogg stunt was a brand awareness play, and judging it on two months of Q4 sales was measuring the wrong thing. Solo Stove's Snoop Dogg campaign worked because the 'giving up smoke' tease was allowed to run for about a week before the reveal instead of collapsing the gag into a single post. The Snoop partnership was Solo Stove's first major national marketing campaign and included product innovation plus a signature product line, not just advertising. Grubhub proved the Snoop Dogg campaign in 19 international markets before rolling it into the US, an example of testing creative abroad first.

Did Solo Stove's Snoop Dogg campaign actually work?

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3 episodes answer this

The Week of January 26, 2024 Marketing and Business News: Solo Stove’s Viral Snoop Dogg Partnership Fails to Spark Up Sales

The Week of November 24, 2023 Marketing and Business News: Snoop Dogg Gives Up Smoke For Solo Stove Campaign

The Week of September 29, 2023 Marketing and Business News: Travis Kelce Jersey Sales Skyrocket After Taylor Swift Shows Up at Chief’s Game

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