DID WE JUST CREATE THE COCKTAIL OF THE SUMMER?

WE KINDA HOPE NOT.

First off, we’re aware the “Weenie Tini” isn’t technically a martini, but one of our fans dropped the name in our comments…and it stuck.

INSIGHTS

America loves hot dogs. They’ve become synonymous with the summer cookout and a staple of every 4th of July celebration. Each year, Americans consume an estimated 150 million hot dogs during this holiday alone making it one of the biggest days for hot dog sales in the year.

Through social listening and search trend analysis, we knew hot dog content was going to perform again on July 4th; specifically, the “Makes me want a hot dog real bad” trend was going to pop.

As a social team, we wanted to tap into this conversation without simply leveraging the existing meme-worthy audio & visuals. We needed to create our own hot dog moment worthy of this great American icon.

THE STRATEGY & EXECUTION

In the months leading up to July, we saw our audiences gravitating more and more towards humorous and polarizing content.

Whenever we embraced bold, tongue-in-cheek creative, engagement spiked sparking lively discussions and prompted people to question whether we were being genuine or playfully provocative.

So for July 4th, we doubled down on this strategy with the “Weenie Tini” and created the single best performing piece of content in the history of Kroger social.

DON’T WORRY, WE DID TRY IT.

THE RESULTS

Performance for the “Weenie Tini” shattered multi-channel standards outperforming engagement rate benchmarks by 3.6X, impression benchmarks by 320X and becoming the most shared piece of content Kroger has ever created.

The “Weenie Tini” received zero paid support from the Kroger brand and zero boosts from celebrities or influencers. This work truly caught fire from organic shares and engagements of the community.