Senior Director of Digital Experience, Partner at LimeLight Marketing LLC, Assistant Instructional Professor at Pittsburg State University, Pluralsight Author
Ok, I'll throw my hat in the ring with an opinion on the whole Snoop giving up smoke / Solo Stove campaign that's been getting a lot of attention over the last few weeks. It's a good idea. It's funny, gets your attention, and is entertaining. It brings awareness to the product. Really a dream campaign on paper. That's all good. They absolutely gained a huge number of brand impressions and followers. Here's the problem - the majority of those people only followed the brand because they were entertained for a minute. So yes, huge lift in followers, but they won't stay engaged unless Solo Stove keeps putting out that type of entertainment. That's also why they didn't see any real lift in sales either. People just expect to be entertained now; it doesn't make a real impression, it's just a fleeting amusement. I think the real question for brands in 2024 is how can you stand out AND move the sales needle when an enormous campaign with Snoop couldn't get it done?
