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My Grown Up Beanz
                   August 2012




we are social
Heinz Beanz have
      a loyal following of
       fans, who refer to
          themselves
           as Beaniez




we are social
And Beaniez love their Heinz Beanz!




we are social
All of the Beaniez all grow up loving Heinz Beanz,
                  even on their pizzas




we are social
To their friends they are always the same old bean
      they know and love – just like Heinz Beanz!

   But as they’ve grown older they’ve all developed
           different tastes and personalities


we are social
So Heinz created




we are social
Heinz asked us to create awareness that you can
    now get FIVE exciting new beanz from Heinz,
       and that these are beanz for grown upz!




we are social
So we asked fans,
      which bean have you grown up to become?




we are social
We created a fun personality for each of
                 the new FIVE beanz




we are social
And created a Facebook app where fans could find
        out about the new Heinz FIVE beanz




we are social
A quiz was created for our Beaniez to
 answer six fun beantastic questions
To find out which bean they
                 had grown up to become!




we are social
Five beaniez were picked every hour to receive their very
   own Bean with their name on it to treasure forever!




 we are social
Each day 10 fans who invited their friends to take the
   quiz were selected to win a Beanie goodie bag




we are social
We also gave fans a coupon
          to try the new variety for themselves




we are social
The Beaniez loved their personalised beanz!
With excitement spreading onto Twitter
and global coverage of the
                        campaign




we are social
22,143 people took the quiz
        to apply for their own personalised bean
         during the two week campaign period




we are social
10,404 of users shared the app with their friends,
         encouraging them to take the quiz




we are social
On Facebook alone the campaign reached
     10.8 million people, with 50% coming from
 conversation and viral activity around the campaign




we are social
In addition over 3 million people were reached
       outside of Facebook due to conversations
           on news sites, blogs, and Twitter




we are social
At the end of the campaign the community
          had grown by 30,000 extra Beaniez!




we are social
We’ll leave you with our favourite comment
                  from the campaign




we are social

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Heinz Five Beanz case study

  • 1. My Grown Up Beanz August 2012 we are social
  • 2. Heinz Beanz have a loyal following of fans, who refer to themselves as Beaniez we are social
  • 3. And Beaniez love their Heinz Beanz! we are social
  • 4. All of the Beaniez all grow up loving Heinz Beanz, even on their pizzas we are social
  • 5. To their friends they are always the same old bean they know and love – just like Heinz Beanz! But as they’ve grown older they’ve all developed different tastes and personalities we are social
  • 6. So Heinz created we are social
  • 7. Heinz asked us to create awareness that you can now get FIVE exciting new beanz from Heinz, and that these are beanz for grown upz! we are social
  • 8. So we asked fans, which bean have you grown up to become? we are social
  • 9. We created a fun personality for each of the new FIVE beanz we are social
  • 10. And created a Facebook app where fans could find out about the new Heinz FIVE beanz we are social
  • 11. A quiz was created for our Beaniez to answer six fun beantastic questions
  • 12. To find out which bean they had grown up to become! we are social
  • 13. Five beaniez were picked every hour to receive their very own Bean with their name on it to treasure forever! we are social
  • 14. Each day 10 fans who invited their friends to take the quiz were selected to win a Beanie goodie bag we are social
  • 15. We also gave fans a coupon to try the new variety for themselves we are social
  • 16. The Beaniez loved their personalised beanz!
  • 18. and global coverage of the campaign we are social
  • 19. 22,143 people took the quiz to apply for their own personalised bean during the two week campaign period we are social
  • 20. 10,404 of users shared the app with their friends, encouraging them to take the quiz we are social
  • 21. On Facebook alone the campaign reached 10.8 million people, with 50% coming from conversation and viral activity around the campaign we are social
  • 22. In addition over 3 million people were reached outside of Facebook due to conversations on news sites, blogs, and Twitter we are social
  • 23. At the end of the campaign the community had grown by 30,000 extra Beaniez! we are social
  • 24. We’ll leave you with our favourite comment from the campaign we are social