In early 2012, Hot Pockets was a brand with high awareness and low relevance. Having a young male demographic as our target, we wanted to create a place where content would always be rich and engagement would always be high. In just one year, we launched 4 very different yet successful and engaging campaigns with robust content that have kept our fan growth steady, active and happy. We set out to make 2012 a record-breaking year for the Hot Pockets brand on Facebook. Our first campaign, 'Baked not Fried' launched to promote the Hot Pockets Snackers line, grabbing the attention of young college males with video content such as video game training and exploration of the 5-layers of Nacho-librium. These videos set the stage for the successful Infomercial campaign that came along in May. This campaign launched the Limited Edition Hot Pockets. And it was widely successful from the start, scoring millions of views, carving out a spot on the Ad Age Viral Video chart for 3 weeks and actively engaging the growing fan base with a real 1-800 number, support videos and a Limited Edition store that sold hilarious items. Next was 'Pocket Like it's Hot,' a food parody music video in October with Snoop Dogg that garnered over 3 million views in the first 72 hours. The video had our fans commenting, posting and sharing the video all over the web. And to close the year out, in our quest for 1million fans, we launched a photo campaign with our trusty mascot Herbie Hot Pocket. We engaged fans by frequently posting photos of him celebrating in various ways on the road to 1 million fans using photos made for easy commenting and sharing on both computers and mobile devices. Overall, 2012 was a record breaking success for the Hot Pockets brand on Facebook, growing a whopping 185% with over 630K new fans.
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