Weetabix X Heinz Baked Beans: how one tweet highlighted the power of Social Media Marketing
On the 9th February 2021, Weetabix made an interesting tweet declaring ‘Why should bread have all the fun when there’s Weetabix? Serving up @HeinzUK Beanz on bix for breakfast with a twist.’ This tweet claiming that baked beans should go on Weetabix caused an uproar on the social media platform, and for a day brands such as Pizza Hut, BirdsEyeUK and even Specsavers responded in their own way to the insane combination idea. This was a brilliant marketing strategy for the company, as Weetabix sales soared after the post, with sales in Sainsbury’s up by 15% in one week and Asda selling a ‘Weetabix and Heinz Beans bundle’. So, what is it about this tweet that made it so successful?
They aren’t completely about the promotion on their platform.
The 80/20 rule states that for social media marketing, 80% of your social media updates should educate, inform and be helpful and informal, whilst only 20% of your posts should be promotional. Promotional posts tend to gain less engagement, especially if it is done regularly, however, the way Weetabix ‘promoted’ their product embraced the fun side of marketing where they knew they could make people laugh and talk about their product, whilst at the same time encouraging sales as the brand stuck in people’s minds. If you try to make your business stand out by having some fun, you can also promote your products more effortlessly as people will enjoy talking about what they saw which causes word of mouth leading to new sales.
Their post is engaging.
Some content online is difficult to respond to as it does not have a point of discussion or a call to action. Weetabix ensured their post would have engagement by tagging Heinze in the post, meaning that they had created a collaboration on Twitter for people to talk about. The topic of the tweet is also very opinionated; everyone will have a view one way or another if they like or hate the combination of food items which meant rather than doing the heavy lifting, everyone else on Twitter was put in charge of making the conversation carry on further into debates with companies and individuals alike getting involved in the thread.’
It is simple but effective.
People tend to think that if they want to do well online, they have to spend lots and lots of money making their content look pristine in order to gain traction. As much as it is a good idea to spend money on advertising which can help you reach a wider number of people, you do not need to have an extremely detailed post to gain a strong organic reach. Simple and effective can get your point across which can be much better sometimes so you avoid confusing your audience, and they will take you to post and find value from it anyway! So just like Weetabix, sometimes keeping your social media strategy simple will give you greater results than if you had a super intricate plan for your online platforms.
The Weetabix tweet is just one of many occurrences online where brands use social media really well to gain more exposure and sales. Other companies such as Marmite have done similar posts, getting people’s attention through humour, and engaging them to bring their own opinions to the table. If this tells us anything, it is that social media marketing is an integral part of advertising in 2021, especially as the high street has struggled compared to online shopping thanks to Covid- 19. Make sure to make the most of digital platforms for your own business and if you need support, please feel free to email email@example.com where we will do our best to help.
By Aphrael Spindloe, Shoo Academy