Heinz Ramadan Campaign

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About Client

Heinz is a globally recognized brand known for its high-quality condiments and sauces, aiming to maintain its strong market presence and consumer loyalty.

Problem Statement

Heinz aimed to increase brand awareness and boost sales of its products (ketchup, tomato sauce, and salad dressing) during Ramadan 2022. The challenge was to engage consumers through interactive content and influencer collaborations.

Client:

Heinz

Date:

Ramadan 2022

Services:

Interactive Social Media

Campaign Objectives

Increase follower base on key social media platforms.
Drive traffic and increase sales
Enhance customer engagement and loyalty through interactive content.

Strategy Implemented

Target Audience Analysis
Content Strategy
Paid Advertising

Results Achieved

Significant increase in brand awareness and social media reach.
High levels of customer engagement and interaction.
Thousands of entries and active participation.
Increased sales.
Positive feedback and high engagement at offline events.

How It Works: A Step-by-Step Guide

Heinz is a globally recognized brand known for its high-quality condiments and sauces, aiming to maintain its strong market presence and consumer loyalty.

Step 1

Challenges

Coordinating the filming of multiple episodes with different influencers.

Ensuring consistent branding and messaging across all content.

Engaging consumers in a meaningful and interactive way.

Step 2

Solutions

Proposal Development: Prepared a comprehensive proposal outlining the campaign’s objectives, strategies, and expected outcomes. The proposal emphasized the goal of highlighting Heinz products through engaging cooking content and interactive social media activities.

Influencer Collaborations: Partnered with five influencers known for their strong social media presence. Invited these influencers to Oyoun Media’s branded kitchen to film cooking videos featuring Heinz products. Each influencer created unique recipes using Heinz products.

Branded Kitchen Setup: Transformed Oyoun Media’s kitchen into a Heinz-branded cooking space. This involved extensive branding to ensure the kitchen visually represented the Heinz brand, making the content more appealing and recognizable to the audience.

Content Creation: Each influencer filmed a dedicated episode in the branded kitchen showcasing a new recipe using Heinz products. These episodes were professionally produced to highlight the versatility and quality of Heinz’s products.

Social Media Competition: Launched a social media competition inviting consumers to recreate the recipes using Heinz products, film their cooking process, and share it on social media. Participants who posted their photos were entered into a draw to win an Air Fryer.

Step 3

Implementation

Utilized influencer marketing platforms to identify and engage influencers with a strong following.

Coordinated with a video production team to create high-quality cooking content.

Developed and designed a branded kitchen setup using extensive Heinz branding.

Managed a social media competition to drive user participation and engagement.

Step 4

Results

Increased Sales: The campaign significantly boosted sales of Heinz products, as evidenced by increased demand and positive consumer feedback.

High Engagement: The interactive nature of the campaign, combined with influencer involvement, led to high levels of consumer engagement on social media.

Brand Awareness: The branded kitchen setup and high-quality video content enhanced brand visibility and awareness among the target audience.

User-Generated Content: The competition generated a substantial amount of user-generated content, further promoting Heinz products through authentic consumer experiences.

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