KROGER

Reaching Fans Where they are to Drive Purchasing Behavior National Campaign
May 2020 through Present

CHALLENGE

Reach NFL Fans at home before the ‘big game’- connect with them, drive to Kroger Social Social platform and keep them engaged with the brand beyond Super Bowl weekend.

ACTIVATION

  • Leverage fan excitement around Super Bowl to drive purchasing behavior for Kroger’s Our Brand products.
  • Use direct-access relationship with trending country music artist Kane Brown to secure Kane and his wife to host a concert/programming; bring targeted awareness of Kroger’s Social Social platform.
  • Create 1 long-form 30-minute concert experiences with unexpected short-segment video clips built in; story segments developed to work as a whole or separately across multiple platforms (and we’re signed up to do March Madness!).
  • Harness the reach/power of Kane’s social media following to drive brand awareness and traffic to com.
  • Build a marketing strategy and activate programming to reach goal impressions, engagements, visits and views, during Super Bowl weekend.

RESULTS

  • Exceeded campaign stretch goals in < 48 hours.
  • Ongoing content creation.

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