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.
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.