How Heinz Supercharged Customer Engagement With Firework
Heinz partnered with Firework to promote their first-ever pop-up for Halloween where the theme was having fun with costume creations using “tomato blood” ketchup. The campaign comprised of a live stream event anchored on Heinz’s website and strategic distribution of the event through media placements on publisher sites driving traffic to the experience.
The breakthrough campaign not only exceeded benchmarks but was recognized for two prestigious industry awards. It won a Bronze in the Best Campaign For a Celebration, Observance or Awareness Day category from the Festival of Media. And it took a Gold from the Internationalist Awards for Innovation in Media as one of the stand out campaigns of the year.
1. Massive increase in engagement rate
Heinz connected with a targeted group of families across a national audience with a customized and highly engaging live stream. The Firework-powered live stream got 1,544 engagements, delivering a 7% live-stream engagement rate. The 7% engagement rate is 14X the engagement rate on Facebook and 18X the rate on Instagram.
2. End-to-end managed live stream
Right from ideation to concept creation to final execution, Firework worked closely with Starcom to create the perfect live stream for Heinz's Halloween pop-up. With a single line of code, Firework’s solution empowered Heinz to maximize their web exposure while minimizing the operational effort of powering the live stream. The Firework team created a unique 23-minute live stream with influencers Team2Moms and garnered 315K viewers of the replay in the first two days. Firework delivered double the expected viewers with 5,000+ live viewers on the stream.
3. Supercharged video views with a distribution strategy
Firework helped Heinz accomplish its goal of connecting with its target audience with a sharp media distribution & social media simulcast strategy. Firework vertical video units were placed on select publishers to help drive traffic to the event. The campaign received 16 million+ impressions across all platforms, driving scale and strong viewership numbers.
