Heinz #ereburger
Honoring the greatest burgers through hashtag engagement
In Holland, burgers are gaining (g)astronomical popularity and to honor this, Heinz
wanted to give them a special place on Twitter. Heinz introduced #ereburger
(burger of honor) to create a stage for the most unique burgers. In an interactive
campaign, Heinz and Soda worked together to reach, engage and motivate Dutch
burger lovers.
€0.04
CPE
290
12.7%
230
total retweets
engagement rate
replies
Soda’s approach
With a modest budget and short
campaign period, Soda and Heinz
worked closely together to constantly
optimize content and advertising.
Soda created and executed a strategic
plan to assist Heinz’ strong visual
content by reaching and engaging the
right target audience.
• Soda optimized each budget to
reach an average low CPE of €0.04
across 11 Promoted Tweets.
• Continuously optimizing each
Tweet, Soda reached an average
engagement rate of 12.7% (230%
above target)
The results
• Mobile targeting was key for reaching people at
the right moment. Burger lovers Tweeted a
total of 150 burger pics.
• Through specific targeting variables, Soda
reached the right influentials with an average
566 followers per engaged user (Dutch
average: 47 followers).
150
566
burgers tweeted
followers per
engaged user
• Heinz’ strong content and Soda’s specific
targeting reached a peak engagement rate of
25.7%.
• Secondary goal was to gain followers on the
@HeinzNL account. With Promoted Tweets,
25.7%
1.600
peak Promoted Tweet
engagemend rate
new followers
Heinz gained 518 new followers. Soda
promoted @HeinzNL with a small budget and
grew followers with an additional 1082
followers.
”The combination of a strong communication concept, interactive content and
advertising was key in the success of this campaign. A compelling promo movie, an
interactive Heinz applause for participants and a consumer hashtag #ereburger,
integrated with a smart advertising plan and execution, ensured high engagement
and cost-effective impact on Twitter.”
@jorisveger, Digital & Social Media Lead Benelux H.J. Heinz
Thirsty for more?
www.meetsoda.com
info@meetsoda.com