Solo Stove & Snoop Dogg: Why Brand Awareness Needs a Marketing Backbone
First published on The Luxe Guide - Linkedin Newsletter - January 18, 2024
Less than two months ago, Solo Stove launched a highly acclaimed marketing campaign, teaming up with iconic rapper Snoop Dogg . The collaboration aimed to leverage Snoop Dogg's association with cannabis, initially leading the public to believe he was quitting "smoke," only to reveal his partnership with Solo Stove to promote their smokeless fire pits.
Then CEO, John Merris said on his LinkedIn at the time, “this one will go down as one of the best. Snoop Dogg is incredible to work with and we found the perfect collaboration between two brands.”
However, Snoop Dogg's "giving up smoke" stunt went viral, generating buzz but not bucks (as of yet). On January 15, Merris found himself without a job. While the campaign significantly boosted brand awareness, the partnership did not translate into the expected increase in sales according to Solo Stove's CFO, Andrea Tarbox.
This campaign strategy serves as a cautionary tale, a fiery reminder that celebrity endorsements, while powerful, are more about brand awareness than conversion if the right revenue-focused marketing strategy isn't in place.
Nyah Chapman, CEO of Luxe List Media and Business of Luxe explores the genius, the bad, and the ugly - and what other marketers can learn from the campaigns that went up in smoke.
The Ash of Endorsements: Why Smoke and Mirrors Don't Always Work
The Genius Initial Disconnect: Snoop Dogg, the "weed icon," hawking a smokeless firepit? The dissonance jarred consumers at the initial release of the campaign. Authenticity is key, and a forced fit can backfire.
Vague Messaging: The cryptic "giving up smoke" campaign left audiences initially confused. Clarity and purpose are crucial for effective communication.
The Ugly Short Burn of Buzz: Viral doesn't always translate to sales. A momentary spark needs to ignite sustained engagement and conversion.
The Bad Lack of a Call to Action: Fans were left wondering, "So... what now?" A clear call to action directs the buzz towards the buy.
Which brings us to the debate.....
Brand Awareness vs. Marketing: Bridging the Gap:
It's crucial to understand two sides of the coin that compliment each other:
Brand awareness: Making your brand name and image recognizable. Think of it as planting the seed in your audience's mind. Brand awareness is apart of the overall marketing strategy.
Marketing Strategy: Nurturing that seed into a purchase. It's about targeted communication, compelling offers, and a clear path to conversion aka a clear call to action.
The Solo Stove Snoop Dogg campaign leaves us with valuable lessons. While awareness reigned supreme, aligning expectations, considering product type and timing, and building a bridge from #buzztobuy are crucial. This might not be the final chapter, but it's a reminder that in the marketing game, sometimes, even the hottest flames need a little time to cook up success.
So how can Solo Stove rise from the ashes?
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Nyah Chapman, Founder & Creative Director of The Luxe List Media & Business of Luxe
