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WHY SOCIAL MEDIA IS NOT ALWAYS ABOUT ROI

Social media: a powerful tool that will connect you to your audience and help spread the word about what your brand has to offer.  It is of course another platform that can encourage sales but a recent campaign had us thinking about how social media does not necessarily need to lead to an increased ROI.

Have you ever thought about putting baked beans on your Weetabix?  I’m guessing your answer is no.  Well, it turns out that Weetabix have thought about it, to the point that they got tins of Heinz Baked Beans and delicately placed them on top of the nation’s favourite breakfast cereal.

On the morning of 9th February 2021, the Twittersphere went into meltdown with calls from Twitter users for Weetabix to delete its account.  It’s safe to say people were disgusted.  But it’s the disgust that carried this campaign to the point that the tweet became viral.  Weetabix’s tweet currently stands at 36K retweets, 65.6K quote tweets and 124.2K likes.  It’s certainly not a brand partnership that people would be expecting but that’s what makes the campaign so successful.  Pairing two foods broke the internet and catapulted the Weetabix and Heinz brands straight onto headlines.  The tweet was covered by media titles including, Sky News, Telegraph, Manchester Evening News and Daily Mail.

 

Piers Morgan even tried it on Good Morning Britain, adding to the conversation on social media and giving the campaign an even bigger boost to those who don’t have an online presence.  The campaign was given an opportunity to get another bite of the cherry, as Piers sampling the new delicacy made headlines and gave Weetabix and Heinz even more press coverage.

 

It wasn’t just the general public that made their opinions known on Twitter, other UK brands joined the conversation too, making for a hilarious Twitter thread.

Other brands were even trying their own disturbing Weetabix combinations…

Innocent Drinks are well known for running outrageous campaigns and causing a stir on social media.  At the end of 2020, Twitter descended into chaos as they claimed they had teamed up with Heinz for a ‘Beanz Machine’ breakfast smoothie.

So, it was all too funny when one Twitter user replied to the thread saying, “@innocent levels of chaos on the Weetabix page today.”

What followed was yet another strange brand collaboration, Weetabix took it even further…

 

The campaign worked so well because the country is living through lockdown 3.0 and everyone is in serious need for something to laugh at.  Plus, food combos are always a popular topic of conversation, Weetabix created a large-scale conversation that lasted for days.  The campaign brought everyone together, even if it was to share their disgust with Weetabix.

 

It’s evident from these types of campaigns that social media is not all about pushing sales messages and products.  It’s all about brand-building and gaining interest from the target audience.  A brand won’t go viral by simply tweeting about what they have to offer.  As the other brands started to respond to the Weetabix tweet, they were opening up a conversation for their own followers.  This was purely organic social media content and Weetabix only needed to spend money on Heinz Baked Beans.

 

You can almost guarantee that people had Weetabix on the brain for the rest of the day and added it to their shopping list for the next food shop!

 

Find out how we can support your business with its social media management by emailing us on louis@sourcepr.co.uk or calling 01829 72078.

 

NATIONAL STORYTELLING WEEK: HOW WE USE PR TO TELL STORIES

Today marks the beginning of National Storytelling Week, a very important time for PR and marketers for multiple reasons.

You see, the basis of PR is the ability to tell a good story. As PR isn’t paying for somebody to promote your brand like you’d do with advertising (a common misconception about our sector), it’s proving to people that your brand is one worth talking about.

But how exactly can you make that happen? Well, us PR ‘Sourcerers’ have some tricks up our sleeves. That’s how.

PR People, Or Professional Storytellers?

Everybody loves a good story, you can’t deny it.

Whether it’s a book, something you read in the newspaper, or even something you hear from somebody else. It’s human nature to want to hear about new and exciting things. It’s this very nature that makes the PR industry both a successful, but also lucrative, industry.

National Storytelling Week

In one way, it’s great that people are instinctively attracted to a good story. It puts us in business. It’s what makes PR not only an affluent industry, but one that’s so important too. Because while advertising is great and very effective if orchestrated right, you can’t really beat great organic exposure for your business.

But by the same token, it’s unmistakably hard to promote a brand organically without it coming across too salesy. Whether you’re pitching to journalists, or even to the public, if it’s painstakingly obvious that your sales-led, then you can come across dishonest and interested parties will likely lose that interest very, very quickly.

That’s why storytelling is a skill, and one not everybody can master.

National Storytelling Week – How We Do It At The Source

As mentioned just above, being able to tell a great story is the bread and butter of any great PR campaign. So how to we do it here at The Source? Well, quite aptly, National Storytelling Week is just one of the ways we aim to achieve coverage for one of our brands this week.

Hooking on to the occasion, and the fact that so many will be talking about reading and books this week, we decided to seize the opportunity and arrange a donation of books on behalf of a business we represent to a local primary school, in a target area for this client. Going off previous successes, we know that journalists in the area love this kind of story and will happily write about it both online and in print, given that it’s very timely too. Being tuned in to what’s going on in the world will not only earn us some great press coverage, but gives us the opportunity to boost our brand’s CSR too.

National Storytelling Week

 

This is just one of the ways we tell stories for PR purposes in an abundance of different tactics that we’ve mastered to raise the profile of our clients, and promote their products and services to the world in a genuine and effective way. Public Relations is a complex business, but a very important one too.

It’s not easy, but that’s where we come in…

Are you looking to boost your brand’s presence, online and offline, or are needing some PR and Marketing assistance?

Please feel free to get in touch with our friendly team by clicking here. We could be the source of your business’ potential to fly high.