National food holidays, such as National S’mores Day, have quickly become cultural phenomena that garner large-scale attention on both a traditional and digital media front. Brands have been able to maximize on these trendy days by incorporating them into their marketing efforts. Creating buzz-worthy and timely campaign initiatives that generate brand awareness can drive traffic to product promotions and discounts that translate into bigger brand exposure and more people trying your product. As a public relations and digital media agency, we create custom campaigns for our clients that meet these goals and objectives. This summer, in particular, we supported our client, SMASHMALLOW, during their Summer S’mores Tour and the #SmoreBetter campaign leading up to and on National S’mores Day (August 10th, for those interested in celebrating). Below are a few key learnings and tactics that can be implemented when planning a national day for your brand.
Give yourself enough time to prepare all aspects of the campaign including establishing a timeline, determining your target audience, creating an outreach strategy, setting up product promotions, orchestrating traditional media outreach, bringing on social media support and conducting influencer relations. It sounds like a lot to do, because it is, so take the time to create something people will want to talk about!
- During our prep for our SMASHMALLOW campaign, we spent about a month coming up with key campaign details that would set us up for success when executing the program.
Set goals and KPI’s
Give yourself and the brand a clear goal for the larger campaign. Celebrating a national day is great, but what does the brand hope to get out of the campaign? Are you looking for local or national exposure? Product promotion or a big announcement? Brand awareness among a select group of people or on a larger scale?
The more creative the better! National days are often oversaturated with multiple brand campaigns, so you’ll benefit from deciding what you are going to do that will set your brand apart from others and make you stand out from the pack.
- For SMASHMALLOW’s campaign, we had the opportunity to help promote and support their “S’mores Across America” tour. They set up a branded truck that traveled along the West and East Coasts spreading the #SmoreBetter campaign. Leading up to the big day, the truck garnered brand awareness on both a local and national level with traditional and social media. A highly visual and quirky idea like this one allowed us to showcase SMASHMALLOW s’mores experience while capturing the attention of consumers and the press.
Following the above guidelines when creating a national day campaign can be a great way to maximize ROI on your investment as well as establish your brand as a leader in a trending topic. National Days are more common than you think, you just need to find the right one for your brand! And don’t forget to #SmoreBetter with a pack of your favorite graham crackers, chocolates and SMASHMALLOW on August 10th!