Swanson fuels recipe discovery via video, social ad campaign
January 3, 2014
Swanson taps mobile video
Campbell Soup’s Swanson is packing video and social media into an advertising campaign to inspire consumers to use the brand’s broth and stock products in new ways.
The consumer packaged good marketer is running ads within the NBC News iPhone app. Swanson's campaign includes expandable banner ads as a way to push video content to consumers.
“‘Why I Cook’ is an integrated marketing campaign for Swanson that captures the personal and emotional reasons that people cook through creative imagery and footage with content features including recipes and how-to cooking tips,” said Neeli Straiges, senior brand manager at Swanson, Camden, NJ.
“Mobile plays a key role in the campaign by connecting with the Swanson target consumer in places and spaces in which we know she spends time,” he said. “The role of digital is to showcase Swanson usage opportunities through recipes, how-to-videos, and relevant message delivery.”
Building brand awareness
When consumers click on the ad, a video automatically begins to play, and another click-through on the ad pulls up a landing page.
The landing page has two calls-to-action: Find recipes or watch videos.
What is great about Swanson’s mobile videos is that they are short and to the point. Several clips are promoted on the landing page and are either 15 or 30 seconds long.
Swanson's mobile ad
Additionally, the recipe section of the ad is filtered down by categories such as type of meal and food type to streamline the number of options for consumers.
For example, consumers can sort content by either lunch or dinner items.
From there, the landing page lays out step-by-step directions and ingredients for each meal.
Additionally, the landing page is set up so that consumers can swipe between recipes or click-through to visit Campbell’s Kitchen mobile site for more content.
Swanson’s landing page also heavily plays up social media as a way to share content and build up the brand’s presence on Facebook and Pinterest.
Consumers can either “Like” Swanson’s Facebook page or share links to their Pinterest boards via the ad.
One of Swanson's ads
Swanson’s mobile campaign fits into a broader marketing campaign that also includes a microsite at http://www.campbellskitchen.com/Swanson.
The desktop version of the site includes more content and also plays up Twitter and Tumblr to encourage consumers to share content.
Swanson has integrated mobile into multichannel campaigns in the past, too.
Last year Swanson rolled out a dedicated mobile site.
In 2012, Swanson loaded QR codes into print ads within the January issue of Bon Appétit magazine with a campaign that showed consumers how to integrate the brand’s products into recipes (see story).
The combination of short video content and social media integration that help consumers discover recipe content points to mobile’s growing opportunities for marketers.
"With newly gifted tablets and smartphones in more kitchens, there's every reason for Swanson to give consumers the choice of recipes or cooking tips delivered via video,” said Jeff Hasen, chief marketing officer of Mobivity, Phoenix.
Mr. Hasen is not affiliated with Swanson. He commented based on his expertise on the subject.
“You used to call the Butterball hotline for information on cooking a holiday turkey,” he said. “With mobile devices within arm's length, it's quicker and more satisfying to view and learn through video.”
Lauren Johnson is associate reporter on Mobile Marketer, New York
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