On the heels of my recent Pretzel Crisps' and Facebook campaign excerpt, I heard from Pretzel Crisps' PR Director Jessica Harris - another example of how the makers of an everyday snack product really understand how to resonate with consumers through social media - they listen and they connect.  Ms. Harris provided a summary of Pretzel Crisps' so-called "Social Sampling" program, along with a window into how the firm uses Twitter to generate brand awareness and consumer conversations.  I've presented the campaign summary verbatim below.


Pretzel Crisps’® “Social Sampling” Program Rethinks How to Connect with New Consumers

 

Objective:

 

Pretzel Crisps® wanted to introduce the brand to new consumers in a targeted and high-impact way.  “We needed a groundbreaking, cost-effective way to raise brand awareness and attract new users,” said Jason Harty, Director of Field & Interactive Marketing for Pretzel Crisps and recently referenced in the newly released, Listen First! Turning Social Media Conversations into Business Advantages, by Stephen D. Rappaport.  “By listening to the cloud of conversation and engaging with consumers in relevant dialogue, we could build increased interest in the brand and move Pretzel Crisps from an overlooked brand to a must-have brand in the competitive snack food category.”

 

Strategy:

 

As a humble pretzel cracker, it’s a pretty lofty goal to become a catalyst for social conversation, but that’s how they started.  By listening to and engaging in relevant conversations online, Pretzel Crisps delivered just-in-time product sampling to unexpecting new consumers.  The brand refers to their innovative marketing tactic as “Social Sampling.”

 

Results:

 

The Social Sampling tactic has innovated Pretzel Crisps’ field marketing approach and helped to bring new users into the franchise.  Since the launch of Social Sampling, the brand has used Twitter to: bring the idea of being a catalyst for social conversation to life and manufacture significant media impressions.  By measuring the number of impressions generated from each social sampling interaction and the resulting reach through each user’s following, Pretzel Crisps has been able to garner 2,877,000 earned media impressions since July 2010. 

 

Social Sampling delivered earned media via tweets, blog posts, reviews and comments.  While the brand has not been able to measure the specific sales lift resulting from their Social Sampling program, the brand is confident that this hyper-targeted, high-impact sampling is creating new consumers each day.