Snoop Gives Up Smoke
it started with FOUR SIMPLE WORDS.
On November 16th, Snoop Dogg announced that he was giving up smoke, leaving the world in suspense and setting the internet on fire. Entertainment and news outlets and social media accounts around the world picked up the story waiting to see what Snoop would say next. Four days later, he announced that the ‘smoke’ he gave up was fire pit smoke, thanks to Solo Stove.
The Results?
Trended Number 1 on Twitter - TWICE.
31 million engagements
19.5 billion earned media impressions
Stock price increased by ~20%
Doubled site traffic
60,000 new social media followers
The Reveal
Four days later, Solo Stove (and our new friend Snoop) drop a deceptively simple video perfectly translating the built up anticipation into an integrated product reveal.
We were ready to convert with our (now sold out) Limited Edition Snoop Stove bundle featuring fire pit designed by Snoop himself, a custom bucket hat, and sticker pack.