This summer we worked with Snyder’s of Hanover pretzels to increase the brand’s overall social network and drive sales of their core products through the America’s Summertime Favorite seasonal promotion. Featuring Hank and Bill, the popular Snyder’s of Hanover “Pretzel Guys,” the nine-week campaign highlighted the many ways snack lovers enjoy their favorite summertime events, foods and vacation spots.
The America’s Summertime Favorite promotion kicked off on the Snyder’s of Hanover Facebook page in June with a Sweepstakes to win a $10,000 prize, which was supported through Twitter and Instagram using the custom hashtag #summertimefavorite. We implemented a strategic, balanced approach using a combination of both organic content as well as promotional content. The sweepstakes was amplified through blogger partnerships with Shop Sweet Things, Life of Dad and Ivory Lane, as well as a custom content campaign with Buzzfeed to further drive engagement, reach and brand awareness.
Overall, the campaign was a huge success with 70K+ new Facebook fans and a total Facebook reach of more than 2.2 million. A Twitter party hosted by blogger Life of Dad was tweeted more than 8K times and the #pretzelguys hashtag was trending nationally during the one-hour event. Additionally, the America’s Summertime Favorite press release earned 38.6 million impressions and $1.4 million in AVE. Our social media department is already applying these key factors of success to additional social campaigns across all clients.