March 2014
Intermediate to advanced
272 pages
4h 37m
English
Content preview from The Best Digital Marketing Campaigns in the World II
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Market
United Kingdom
Descriptor
‘Cute’.
The challenge
- To develop a social media-led campaign to support the launch of Heinz FIVE Beanz – ‘Beanz for Grown Upz’.
- To highlight the variety of beans and encourage trial of the product, while making baked beans more relevant to an adult audience.
- To tap into the playful nature of the Heinz Beanz community while remaining credible with the adult target audience.
Target audience
Heinz Beans fans (Beaniez); in this case aimed at adults.
Action
- A Facebook app was created where Beaniez (Heinz Beanz Fans) could take a short personality quiz to find out which of the new FIVE beanz they had grown up to become.
- Each of the FIVE beanz was given a different personality ...
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