Heinz Limited Edition Balsamic Ketchup case study


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Heinz Limited Edition Balsamic Ketchup case study

  1. 1. Launching Heinz Tomato Ketchup Limited Edition with Balsamic on Facebook social we are
  2. 2. For the first time ever, in 2011 Heinz created a Limited Edition tomato ketchup recipe Only 1,000,057 bottles of this special balsamic vinegar flavour ketchup were produced social we are
  3. 3. We were tasked to launch the new Limited Edition solely through social media, creating awareness & excitement before the bottles hit the shelves social we are
  4. 4. We engaged existing Ketchup fans by offering them the chance to be the first to get their hands on a bottle social we are
  5. 5. So, the first 3,000 bottles were made exclusively available to fans of Heinz Tomato Ketchup’s Facebook page social we are
  6. 6. In the week before the top-secret launch, consumers were teased with a combination of Facebook ads, fan page updates and selected trade PR activity we are social
  7. 7. We created an app where the transaction process took place completely within Facebook social we are
  8. 8. Once purchased, bottles were posted immediately to fans so they could try the Limited Edition before it went into shops social we are
  9. 9. We used traditional PR to amplify the impact of the Facebook app, creating an explosion of coverage, online and offline
  10. 10. Bloggers commented extensively on the launch, and a chosen few posted reviews of the product
  11. 11. Fans used the page to talk about their excitement after ordering their Limited Edition social we are
  12. 12. Quotes   Once Heinz fans received their bottles, the comments came flooding in
  13. 13. “Just received my bottle – nearly dragged the postman off the street, he was lingering and I saw he had a box in his hand!” social we are
  14. 14. They posted pictures of themselves with their bottles… social we are
  15. 15. ... and even of all the places they took it to social we are
  16. 16. They started tweeting about their bottles
  17. 17. Bottles were even sold on eBay social we are
  18. 18. With impressive results…
  19. 19. The Heinz Tomato Ketchup page gained over 19,000 new Facebook fans in a week social we are
  20. 20. 654,893 post views and 2,641 reactions on Facebook in a week social we are
  21. 21. Over 600 consumer tweets, reaching over 1,000,000 people social we are
  22. 22. 59 blog posts in one day, with 241 posts in two weeks, reaching 14 million social we are