Heinz Five Beanz case study
19 likes29,925 views
The document describes a marketing campaign by Heinz Beanz to promote their new variety of five beans. A quiz was created for fans of Heinz Beanz, called Beaniez, to determine which of the five new beans they had "grown up to become." Over 22,000 people took the quiz and over 10,000 shared it with friends. The campaign reached over 10 million people on Facebook and an additional 3 million people elsewhere online. It resulted in 30,000 new members added to the Heinz Beanz community.
Heinz Five Beanz case study
- 1. My Grown Up Beanz August 2012 we are social
- 2. Heinz Beanz have a loyal following of fans, who refer to themselves as Beaniez we are social
- 3. And Beaniez love their Heinz Beanz! we are social
- 4. All of the Beaniez all grow up loving Heinz Beanz, even on their pizzas we are social
- 5. To their friends they are always the same old bean they know and love – just like Heinz Beanz! But as they’ve grown older they’ve all developed different tastes and personalities we are social
- 6. So Heinz created we are social
- 7. Heinz asked us to create awareness that you can now get FIVE exciting new beanz from Heinz, and that these are beanz for grown upz! we are social
- 8. So we asked fans, which bean have you grown up to become? we are social
- 9. We created a fun personality for each of the new FIVE beanz we are social
- 10. And created a Facebook app where fans could find out about the new Heinz FIVE beanz we are social
- 11. A quiz was created for our Beaniez to answer six fun beantastic questions
- 12. To find out which bean they had grown up to become! we are social
- 13. Five beaniez were picked every hour to receive their very own Bean with their name on it to treasure forever! we are social
- 14. Each day 10 fans who invited their friends to take the quiz were selected to win a Beanie goodie bag we are social
- 15. We also gave fans a coupon to try the new variety for themselves we are social
- 16. The Beaniez loved their personalised beanz!
- 17. With excitement spreading onto Twitter
- 18. and global coverage of the campaign we are social
- 19. 22,143 people took the quiz to apply for their own personalised bean during the two week campaign period we are social
- 20. 10,404 of users shared the app with their friends, encouraging them to take the quiz we are social
- 21. On Facebook alone the campaign reached 10.8 million people, with 50% coming from conversation and viral activity around the campaign we are social
- 22. In addition over 3 million people were reached outside of Facebook due to conversations on news sites, blogs, and Twitter we are social
- 23. At the end of the campaign the community had grown by 30,000 extra Beaniez! we are social
- 24. We’ll leave you with our favourite comment from the campaign we are social