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Category
Influencer Marketing / Multi-Channel
Annual ID
OS_SM21_097M
About the Work
What if we told you Hot Pockets has rarely looked at its actual consumer as a purchaser of their product? For the last 40 years, parents have been the primary recipients of Hot Pockets' messaging and marketing. Until now! Hot Pockets took a risk and decided to speak directly to their eaters, the GenZ Gamer.
We created a six-week campaign where gamers who purchased Hot Pockets in-store received free Twitch Bits, allowing them to donate them as "cheers" to their favorite gamers and receive special recognition during streams.
Leveraging the top gaming influencers, including Shroud (8.9M followers), one of Twitch's biggest stars, we created over 22 hours of live streams with six influencers promoting our campaign across multiple platforms.
Influencer activations were supported by high-impact paid media placements that also featured influencers like Jon Sandman (409K followers).
By the end of the campaign, gamers were changing their usernames on Twitch to Hot Pockets related handles and coining phrases honoring our streaming partner, Shroud, with terms like "Shroud Your Hunger," "Hot Poggets," and "Shroud Pockets."
Shroud's final sponsored stream was the highest watched Twitch stream of the week with a staggering 313K Watch Hours, earning recognition for ad of the week by StreamHatchet, a notable industry trade.
Overall our influencers drove over 1 million hours of watch time and 37 brand-related chats. Most importantly, influencers drove the sale of Hot Pockets and redemption of over 11M Bits in just eight weeks. This was a 36% Conversion Rate (595% over benchmark & 6x times better than any other couponing program the brand has ever done).
We created a six-week campaign where gamers who purchased Hot Pockets in-store received free Twitch Bits, allowing them to donate them as "cheers" to their favorite gamers and receive special recognition during streams.
Leveraging the top gaming influencers, including Shroud (8.9M followers), one of Twitch's biggest stars, we created over 22 hours of live streams with six influencers promoting our campaign across multiple platforms.
Influencer activations were supported by high-impact paid media placements that also featured influencers like Jon Sandman (409K followers).
By the end of the campaign, gamers were changing their usernames on Twitch to Hot Pockets related handles and coining phrases honoring our streaming partner, Shroud, with terms like "Shroud Your Hunger," "Hot Poggets," and "Shroud Pockets."
Shroud's final sponsored stream was the highest watched Twitch stream of the week with a staggering 313K Watch Hours, earning recognition for ad of the week by StreamHatchet, a notable industry trade.
Overall our influencers drove over 1 million hours of watch time and 37 brand-related chats. Most importantly, influencers drove the sale of Hot Pockets and redemption of over 11M Bits in just eight weeks. This was a 36% Conversion Rate (595% over benchmark & 6x times better than any other couponing program the brand has ever done).
2021 Awards
Total Points: 3
Merit
Credits
Agency
Reach Agency
Open Mind
Digital Agency
Popwallet
Post Production Company
Warm & Fuzzy
Animator
Michael Sime
Creative Director
Andrew Jerez
Executive Creative Director
Karen Hart
Executive Producer
Chris Grey
Producer
Brian Ranes
Sound Designer
Yuta Endo
Account Lead
Danielle Freedman
Associate Director, Digital
Brian Vail
Brand Manager
Michael Bull
CG Artist
Alex Tyemirov
CTO
Wes Briggs
CX Innovation Manager
Carlos Suarez
Group Director
Rebecca Harris
Head of Brand Communications
Rene Lassauzet
Head of Digital Innovation
Orchid Bertelsen
Head of Sales
Rob Fontanella
Influencer & Esports Marketing Manager
Doug Veney
Lead, Social Media Strategy
Breanna Kelley
Manager, Digital Strategy
Johnathan Foley
Manager, Social
Tim Gehreis
Managing Partner
Gabe Gordan
Marketing Manager - Frozen Snacking
Angelo Fields
Motion Graphics
Michael Kuzmich
Planning Supervisor
Jennifer Porile
Project Manager
Katherine Yarbrough
Senior Manager, Influencer Marketing
Julie Griner
Social Media Community Manager
Deanna Langer
VP, Strategy
Brad May
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