When COVID-19 introduced professional sports activities to a halt in 2020, extra than simply the gamers and their followers felt the affect. Herr Meals, a 74-year-old maker of snack meals and a sponsor of Philadelphia sports activities groups—the Phillies, Flyers and Sixers—needed to refocus its advertising efforts in a rush as sports activities arenas went quiet.

The answer? Go huge into social media, with assist from the Pavone Advertising Group.

Herr’s didn’t have a TikTok account, so it teamed up with a well-liked influencer, Sean Does Magic (with 17.3 million followers), to spotlight its new Taste Combine product lineup.  Herr’s despatched Sean a cargo of Taste Combine merchandise, which appeared in three TikTok movies as he carried out magic methods.

The Sean Does Magic TikTok movies racked up greater than 4.6 million views and 1 million likes, simply surpassing Herr’s objective of two million views. Herr’s paired Sean’s content material with an in-stream media purchase focused to the Philadelphia market, driving hundreds of click-throughs and inflicting a short outage on Herr’s web site because of the concentrated quantity of visits.

Then Herr’s teamed up with Philadelphia native and Twitch star Nate Hill, an expert Fortnite participant with greater than 1 million subscribers. Herr’s promoted its relationship with Hill through digital advertisements, and in a livestream Hill touted the brand new Taste Combine merchandise and shared his lifelong appreciation of the Herr’s model.

By the point the four-hour livestream ended, the trouble with Hill rang up greater than 7.3 million impressions, exceeding the Twitch marketing campaign objective of 5 million impressions.

Kudos to Pavone’s Lisa Corry-Godby, Invoice Starkey, Monique Ebbecke, Courtney Polidoro and Kelsey Swagler.

Be taught extra about Ragan’s and PR Each day’s present and upcoming awards applications right here.

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