When COVID-19 brought pro sports to a halt in 2020, more than just the players and their fans felt the impact. Herr Foods, a 74-year-old maker of snack foods and a sponsor of Philadelphia sports teams—the Phillies, Flyers and Sixers—had to refocus its marketing efforts in a hurry as sports arenas went quiet.
The solution? Go big into social media, with help from the Pavone Marketing Group.
Herr’s didn’t have a TikTok account, so it teamed up with a popular influencer, Sean Does Magic (with 17.3 million followers), to highlight its new Flavor Mix product lineup. Herr’s sent Sean a shipment of Flavor Mix products, which appeared in three TikTok videos as he performed magic tricks.
The Sean Does Magic TikTok videos racked up more than 4.6 million views and 1 million likes, easily surpassing Herr’s goal of 2 million views. Herr’s paired Sean’s content with an in-stream media buy targeted to the Philadelphia market, driving thousands of click-throughs and causing a brief outage on Herr’s website due to the concentrated volume of visits.
Then Herr’s teamed up with Philadelphia native and Twitch star Nate Hill, a professional Fortnite player with more than 1 million subscribers. Herr’s promoted its relationship with Hill via digital ads, and in a livestream Hill touted the new Flavor Mix products and shared his lifelong appreciation of the Herr’s brand.
By the time the four-hour livestream ended, the effort with Hill rang up more than 7.3 million impressions, exceeding the Twitch campaign goal of 5 million impressions.
Kudos to Pavone’s Lisa Corry-Godby, Bill Starkey, Monique Ebbecke, Courtney Polidoro and Kelsey Swagler.
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