Our challenge was to find an engaging way to launch Hellmann’s new Spicy Mayo. In order to do that, we wanted to do it in an environment where we knew being spicy was celebrated – Twitter.
Leveraging Twitter’s new A.I. ad product, Hellmann’s launched the Spicy Meter - a custom Twitter algorithm that ranked how spicy Twitter users are who engage with our Spicy Meter post based on the content they post and engage with on the platform.
Tactical Objectives:
Brand Conversation
Social engagement (likes, comments, shares, views)
Campaign Objectives:
Grow HHP (Primary)
Grow Market Share (Secondary)
These past few years have been pretty bland for all of us - the Pandemic forced us all to strip away most, if not all the joys of life. Life during quarantine and the early months of ‘the new normal’ was a far cry from the exciting lives we used to life before COVID. Let’s be real, many of us lost our zest for life.
“I’ve lately felt like my life has been so bland. It’s mostly the same [things] every day. How can I mix things up?”
Quote Source: Reddit
Strategy:
Spicy Mayo transforms the ordinary to a sauced-up dish loaded with flavor excitement. So let’s help Americans spice up their lives with Hellmann’s new Spicy Mayo.
Creative idea:
Get Spicy 🌶 – Mirror what our product does for food, by spicing up our consumers’ lives through a fun Hellmann’s alter ego.
Activation Summary:
Our Spicy Meter leveraged Twitter's new A.I. ad product and a custom algorithm that ranked how spicy Twitter users are who engage with our Spicy Meter.
By liking our Spicy Meter tweet, users opted in to having our custom Twitter algorithm rank how ‘spicy' they are on Twitter by analyzing original tweets, how often they like tweets, and behave in feed.
Users then received one of 9 video responses from our hero talent, Casey Wilson, telling them how spicy they are on our Hellmann’s Spicy Meter scale and encouraging them to #GetSpicy in real life.
This activation was a unique, engaging, and fun idea to spice up Twitter (more than it already is!) by tapping into new A.I. capabilities with our custom-built algorithm in partnership with the Twitter Business Solutions and Ad Tech teams. Hellmann’s was one of the first brands to jump on the opportunity and bring to life Twitter’s new adtech product in a creative and memorable way that drove powerful engagement metrics and sales for Spicy Mayo’s debut.
Spicy Meter 🌶 was the hero campaign element representing 42% of the campaign’s paid media support, resulting in not just stellar social engagement, but powerful sales numbers.
After the campaign wrapped, Twitter highlighted Hellmann’s Spicy Mayo’s use of the platform’s ad tech as a best-in-class example of social media creativity and was turned into a brand success case study by Twitter’s ad sales team.
Tactical Objectives:
Brand Conversation
+173% increase in brand conversation during the campaign vs. period prior
Social engagement (likes, comments, shares, views)
7.9M impressions
6.6K total opt-ins
2.4M video views
125K tweet engagements
Campaign Sales Results:
$1.6MM in sales in first 100 days): +18.75% above sales target
Outperformed competitive “spicy” sauces in $ sales at 28 weeks post launch
Higher sales than all HBF Drizzles at 28 weeks post launch
Higher sales than HVR Original at 28 weeks post launch
Bonus Wins:
To be used as a brand success case study by Twitter
Performed on-par or exceeded similar ads ran by various Mondelez brands (e.g. Oreo)
