Though a very widely popular and recognized brand, Wheat Thins wasn’t getting the attention they wanted. Not only did they want to sell their products, but they also wanted to be talked about. So how did they see if their consumers were talking about them? They looked on Twitter. Turns out, Wheat Thins was getting talked about more than they had expected. But they wanted more. They took some of these tweets they found online, and paid their authors a visit. One tweet read, “AAAHHHH Im outta wheat thins…Mi life is officially over!”, so, just to confirm that this woman was still alive, the Wheat Thins crew decided to give her a visit, and they brought her hundreds of boxes of Wheat Thins as well just to ensure her life was never in danger due to a Wheat Thin shortage. They did this to multiple customers who had tweeted about their brand. A question that ran across my mind, however, is what difference does it make if people talk about a brand, if they still buy the product regardless? People still buy Wheat Thins, so why do they need to talk about Wheat Thins? Well, it turns out that during their 9-month campaign, their revenue and shares increased each month, which proves that not only exposure, but also interaction with a brands consumers matter.
This campaign by Wheat Thins does bring up an interesting point however. Who would have thought that if they tweeted about a brand, that brand would show up at their front door with an unlimited supply of their product? No one, really. So the question here is, should people start being more conscious about what they are putting on social media? Who knows, maybe if you tweet about the new iPhone 6, Tim Cook will show up at your doors with an unlimited amount of phones for you…
Overall, this ad campaign and case study was very successful. It generated over 1.5 million views on YouTube, as well as achieved three awards for the most popular unpaid organic trending topic on Twitter. And, the biggest victory of all, Wheat Thins started to get talked about again. Yay!
- What difference does it make if people talk about a brand, if they still buy the product regardless?
- Should people start being more conscious about what they are putting on social media?
“Wheat Thins Advertising Case Study.” YouTube. YouTube, n.d. Web. 24 Sept. 2014.