Zachary's Marketing Blog: Snoop No Smoke?

Though there were many intriguing options for marketing efforts recently, I ultimately decided to write this week's blog about Solo Stove's Snoop Dogg campaign. The maker of high-end smokeless fire Pits, Solo stove, teamed up with renowned celebrity Snoop Dogg-best known for his rap career and passion for marijuana- for a viral marketing campaign. Snoop launched the campaign with mysterious tweet announcing that he was quitting smoking and asking people to respect his and his family's privacy during this time. Anyone who is familiar with Snoop and his penchant for smoking would have found this statement surprising. The celebrity was featured in a video advertisement published by Solo Stove. Snoop stated in the video promo that he was "giving up smoke". and then saying something about the brands stoves.

The Solo Brands manufacture a variety of outdoor-focused products, such as kayaks, coolers, and portable air conditioners, in addition to fire pits. They sell high-end outdoor gear directly to consumers who value the great outdoors enough to shell out a premium for superior item. For their clients, that is their value offer.

Solo Stove's had a company's steady growth during the Covid-19 outbreak was probably caused by a product that worked well for those of us who were confined to our homes. since then, though, the brand has maintained a steady stream of income; net sales for the final nine months of 2023 were $329.5 million, an increase of 2.8% of the same period in 2022. Not simply a flash in the pan without any smoke.

In the days after the campaign went live, the brand gained more than 60 thousand Instagram followers, the post received more than 30 million engagements and they also generated billions in earned media impressions and got coverage from mainstream media outlets like CNN. What I learned from this campaign is that Solo was trying have Snoop lie to get more attention to their video and their products. after seeing the video I not once thought "Oh let me go buy a stove". I see and understand that you can post a video like that and get attention but get no sales. The video was alright but overall thy could have done way better with having Snoop. After reading more about Snoop not smoking I learned it was a lie and he just said it as it was part of the role. I think that was kinda stupid to have someone do just for some views.

What I would do differently would be having Snoop promote the product using it and showing how it all works. Plus I would show why it's a great product and how it can make to a better and happier life instead of him saying some random words and being near the product. Because not many paid attention to the product as much as just Snoop in general. Snoop Dogg was great for their brand I just think they used him wrong. They needed to promote the product not promote Snoop's life decisions.