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Twittervention: Reinventing Wheat Thins Through Social Media Engagement

In the summer of 2010, the Twittervention campaign by Rodney Green and Jason Dalrymple transformed Wheat Thins' brand perception. With a focus on engaging younger consumers aged 18-24, the campaign aimed to reposition Wheat Thins from a "cracker" to a trendy "snack" through personal interactions on Twitter. The strategy successfully generated consumer buzz and increased brand awareness, resulting in significant month-over-month revenue growth and enhanced market share. By leveraging social media, Wheat Thins effectively reached a new demographic while achieving cost savings on market research.

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Twittervention: Reinventing Wheat Thins Through Social Media Engagement

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Presentation Transcript

  1. Twittervention By: Rodney Green and Jason Dalrymple

  2. Crunch is Calling • Campaign aired summer 2010 • Personal interactions on twitter drive advertising • Attempting to… • Change target market • Change brand perception • Increase consumer awareness

  3. Wheat Thins Reinvented“We’re not your grandmas snack cracker” • Target Market • Former demographic women 45+ • New demographic young adults 18-24 • Brand Perceptions • Previously known as a “cracker” • Now recognized as a “snack” • Generating consumer buzz via twitter and other means • Slight changes to ingredients

  4. Results • Month over month increases in revenue and market share for each of the last six months • Commercials have gotten around one million views on youtube • Company cost savings on market research

  5. How Relates to Class • Personal communication channel • Buzz Marketing

  6. Works Cited • http://www.nytimes.com/2011/01/05/business/media/05adco.html • http://www.nabiscoworld.com/wheatthins/index.html • http://www.speakmediablog.com/2011/01/wheat-thins-perfect-integrates-social.html • http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=132547

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