Campaign Shout-Out - Weetabix + Beanz
Source: Photo by Kindel Media from Pexels
Wonder how Weetabix achieved to win the Marketing Week Campaign of the Year 2021, get referenced in the House of Commons and shows like Good Morning Britain? It was all the work of a brilliant creative team and one organic tweet which sparked the debate of the year. And you might think, surely it can't be that simple?
If you are on a hunt for some inspiration for your marketing campaigns in 2022 or want to learn about the tactics Weetabix used for their campaign then read this post. This blog post discusses how Weetabix and Frank PR achieved the great surge of conversations and reactions from it's community and other brands on social media.
Campaign Name
Beans on Bix
Source: Weetabix Twitter
Campaign Idea
- Main objective of this campaign was to increase brand engagement and showcase product versatility of Weetabix. For those of you who might not be aware of Weetabix, it is whole-grain breakfast cereal in the UK. This Twitter post was part of a wider campaign named ' Any-Which-Way-a-Bix'
- The agency Frank PR observed that combining Weetabix with other products, ingredients and creating new recipes was starting a lot of new conversations and interactions on social media
- Weetabix was paired with Marmite, Innocent Drinks and many other products, but the one post which sparked the conversation and went viral was the one with 'Beanz'
Campaign Execution
- It cost less than £5000 to deliver this viral campaign
- Working with the in-house marketing team was the agency Frank PR
- The campaign was just an organic post, with no paid media to promote it.
Campaign Impact
- Sales surge, which is something to note and shout about. Because this proves "Social Media ROI" for all those brands trying to convince and explain to their leadership teams about importance of social media presence.
- Many other brands, retailers, influencers started replying to the Twitter post which led to an increase in engagement rates and reach. Some of the responses received by other brands are shown in the screenshots below:
- This campaign led to the brand being one of the most talked about campaign brand online
- The post has had 36.8K retweets, 68.8K quote tweets and 131.4K likes
- Brand awareness increased by over 40% compared to 2020
- Other retailers started selling combination multi-packs bundle deals including this product to make the most of the demand generated from this social media post
- It was discussed on TV shows like Good Morning Britain, This Morning and was also referenced in the House of Commons
Campaign Recognition
- Won the Marketing Week's Campaign of the Year 2021
- Won 2021 Marketing Week Masters award for Best Use of a Small Budget
Key Learnings
- According to Weetabix's Head of Brand, Gareth Turner companies need to trust their social media teams and empower them to make decisions. He mentions about setting up a culture of bold thinking where any and every idea is listened to, tested and implemented with efficiency.
- The success of the campaign lied in the post being fun, humorous according to the agency. Different food combinations are always a topic of debate be it within families, friends, colleagues or a wider online community. And this campaign seemed to select just the right combination of products to spark a debate & conversation on social media platforms.
- A true sentiment of a winning marketing strategy is when your audience is willing to actually try out something you have posted on your social channels. It is pushing your audience to new horizons, helping them to think outside-the-box and try new ideas.
- Dare to be creative, but also be accepting of the fact that sometimes simple ideas, requiring the least investment can work wonders for your brand.
- If you are a social media manager of a competitor brand account, do not forget to join in the fun when something like this happens in your space. Be creative, funny and quirky to get people's attention. It's never to late to join the conversation.
- Along with your product, the messaging and your post should be able to brighten the days of your community, inspire them, motivate them and energise them.
- Make sure to enjoy the moment once your campaign or social post has gone viral, you never know when that's going to happen next.
Sources:
https://www.marketingweek.com/everything-that-matters-this-morning-04-january-2022/
https://www.marketingweek.com/weetabix-wins-campaign-year/
https://www.socialsamosa.com/2021/02/weetabix-users-brands-ministries-viral-tweet/
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