TL;DR (A 3-SENTENCE SUMMARY)
It had been a few years since Blue Diamond’s last flavor launch, and they were getting ready to release their newest flavor, Spicy Dill Pickle, into the wild. We wanted to celebrate the launch to drive awareness and trial, but only had the budget to support with social. So, we took to Twitter and turned people into pickles.
THE BRIEF
Background
Blue Diamond has been bringing their flavor expertise to the category for over 60 years, but it had been a few years since they had launched a new flavor. In 2020, they were ready to roll out a “dill-icious” addition to their BOLD lineup with the introduction of Spicy Dill Pickle.
Challenge
With only a modest budget to support this flavor launch, we needed to make this feel like the big event it deserved.
Assignment
Create an attention-worthy social campaign to drive awareness and trial for Blue Diamond’s new bold flavor: Spicy Dill Pickle.
Target
Flavor Obsessed Snackers.
They snack often, about 2-5 times per day, and will snack anywhere and while doing all kinds of things (driving, watching TV, browsing the internet, hanging with friends, etc.).
For them, snacking is all about flavor. Satisfaction = taste + texture (crunch).
They are foodies who consume content from the likes of Bon Appétit, Test Kitchen, Tasty, & more.
Cultural Tension
More and more pickle-flavored novelties are hitting the market. Think slushies, alcohol, chips, and more. But, pickles are extremely polarizing - people tend to love ‘em or hate ‘em.
Strategy
Pickle obsession 🤝 Almond obsession
Blue Diamond’s passion for almonds knows no bounds, and America’s passion for pickles is unparalleled. Let’s show people what happens when these two worlds collide and show the world what happens when almonds get spicy… pickle.
CREATIVE
Concept
Going Full Pickle
We’ve gone full pickle with our new Spicy Dill Pickle Almonds. Let’s spread our pickle obsession by turning people into pickles on social media.
Illustrators will turn people’s selfies into fun caricature drawings of pickles, creating irresistible shareable content, all in real time.
The activation took place on Twitter, and we cross-promoted on FB & IG.
Tease
Launch
Some pickled peeps:
Finale
Results
Total Impressions: 1.04M
Times people saw this tweet on Twitter
1,029,283 promoted
13,081 organic
Total Engagements: 8.6K
Times people interacted with this tweet
5,759 promoted
2,881 organic
Engagement Rate:
Total engagements divided by total impressions
22.0% organic
0.6% promoted
Total Submissions: 95
86 from original tweet
9 from tweeting @BlueDiamond or #PickleMePlease
32 illustrated and tweeted back from @BlueDiamond
TEAM
Hannah Barr - Strategist
Sarah Dossani - Strategist
Jeremy Davis - Strategy Director
Dan Hales - Senior Art Director
Stew Tribe - Senior Copywriter
Madison Gutowitz - Community Manager
Ryan McDonald - Art Producer
Elayna Lyon - Associate Digital Producer
Andrea Nazario - Account Executive
Tatiana Froehlich - Senior Account Executive
Hannah Cartelli - Project Manager
Alex Fine - Illustrator
Anna Rupprecht - Illustrator