SAHIL JAINPGCM4/1429

“GET WELL”SOUP CAMPAIGN

Heinz A World Of Good Food,1869. Well known for its branded Ketchup as well as soups. Provide delicious , nutritious food for families in 200 countries

GET WELL Build online presence

Offering offering something personalised and exclusive

Launched October 2011

Situation Analysis

• During winter people susceptible to ill. • Personalize a can of Heinz soup with friend name• Through Facebook Page and send message

Campaign Objective

• Engagement • Awareness• Cheer a loved one• Donate to children’s charity Starlight

COMMUNICATION OBJECTIVES

Strategy Build traffic to Facebook Page

Make video viral through Youtube

Target audience – Winter season approaching ,people likely to fall ill,share a can with message

Message- Send ,Share and Donate

Execution –youtube video,Teaser update, give a vote

Desired response- share can ,send message ,gain new fans

• It favorability rating achieve at least a 10 to 1 on YouTube.

• Achieve Facebook page had acquired almost 75,000 new fans, while more than 136,000 users engaged with the campaign

• Page increased its interactions by more than 650 per cent 4,334 per cent increase in monthly unique visitors ,viewed more than 124,000 times, 76,000 fans have interacted with the application directly, with 4,184 Heinz Soup cans mailed

Impact & Result

Views

Watched