Last year, outdoor brand Solo Stove took a big risk in their marketing strategy by partnering with legendary rapper Snoop Dogg for a promotional campaign.
Hoping to capitalize on Snoop’s massive social media presence, they crafted an elaborate viral story about the musician “giving up smoke” in favor of Solo Stove’s smokeless fire pits.
While the campaign generated significant buzz online, garnering millions of views, it ultimately failed to translate into a boost in sales as the company had hoped.
Now, in the aftermath, Solo Stove is analyzing what went wrong, firing CEO John Merris in the process.
What went wrong?
While gaining the public endorsement of a marijuana icon like Snoop Dogg seemed like a creative marketing stroke that would pay off for Solo Stove, the reality was far different.
Upon closer examination, several key flaws can be identified that may help explain why the viral attention generated failed to translate into the sales lift the company anticipated.
Chief among the missteps was a lack of concrete calls to action.
Rather than clearly directing the millions of viewers to Solo Stove’s website or retail partners to make a purchase, theads essentially just showed Snoop enjoying the products.
The videos with Snoop did a great job generating buzz but failed to guide viewers towards next steps.
They did not include links to the website, promotional codes, retailer locations, or any instruction to “shop now.
As awareness grew organically on social media, there was no roadmap for capitalizing on that interest. Viewers were left wanting more information instead of being seamlessly convertible customers.
This allowed the brand awareness buzz to dissipate without sufficient guidance to convert that newfound interest into cash.
Customer Disconnect?
Additionally, the disconnect between Snoop’s fanbase and Solo Stove’s core customers was likely underestimated.
Though his videos entertained his established followers, it’s debatable how many of those viewers fit the profile of typical outdoor recreation enthusiasts in the market for a premium fire pit.
While Snoop has millions of adoring fans, camping and bonfires are not exactly synonymous with hip hop culture.
His core followers consist mainly of urban demographics far removed from Solo Stove’s typical rural and suburban customer base.
Securing mass appeal required finding influencers whose audiences more closely match those predisposed to spend on premium outdoor appliances.
Reaching new audiences is crucial, but they must still be the right audiences open to the product.
In the end, Solo Stove’s campaign with Snoop Dogg demonstrated both the potential and pitfalls of partnering with major celebrities for marketing.
On one hand, they vastly expanded the brand’s reach and generated tons of free publicity through Snoop’s massive social media presence.
But the campaign also showed that awareness alone is not enough – that promotional partnerships still require strategy and guidance to properly funnel interested customers into buyers.
As the company looks to refine its marketing approach, partnering with microinfluencers may offer a more effective path forward.
Microinfluencers allow Solo Stove to target niche outdoor and camping audiences directly through highly engaged community leaders.
These influencers can authentically recommend products to followers predisposed to make purchases. With a network of microinfluencers across relevant genres, Solo Stove can build a sustained presence in key demographics over the long-term.
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