by By Marcella Jones
During the week, I came across an Eggo case study published on PRWeek titled “Why Eggo Gave 1,000 Parents Money to Hire a Babysitter.” I thought the campaign serves as an excellent example of a social media strategy that successfully connected with its target audience and demonstrated the power of empathizing with your audience. As an aspiring public relations and advertising professional, this campaign provides valuable insights into the importance of understanding one’s target audience, using media for promotion, and adopting a consumer-centric approach based on empathy.
First, the Eggo campaign targeted parents, recognizing them as the primary audience. The campaign cleverly highlights the challenges of parenthood and the importance of taking a much-needed break. By addressing a common problem among parents, the campaign garnered their attention and made a lasting impact. In an effort to solve this problem, Eggo offered a giveaway to parents on social media, giving away free waffles and $100 toward a babysitter. The response was overwhelming with 850,000 entries and 1,000 lucky winners.
Second, Eggo’s collaboration with relevant media outlets played a crucial role in the success of its campaign to connect with parents. This strategy allowed them to increase visibility and target a specific audience who are more likely to be interested in their product. Partnering with outlets that specifically cover topics on national news, food, lifestyle, and parenting helped establish Eggo as a leader in the industry, raise brand awareness, and encourage greater participation in the giveaway. As a PR and advertising student, I understand the value of leveraging media to promote brand reach and engagement. All in all, the decision to partner with relevant outlets was a smart move that played a vital role in the success of Eggo’s campaign.
Lastly, Eggo provided an excellent example of a consumer-focused campaign. The company’s offer of reward money for parents to hire a babysitter showed that they understand and empathize with the challenges of parenthood. By acknowledging the need for parents to take a break occasionally and creating a campaign around this relatable topic, Eggo reassured consumers that they genuinely care about their well-being, rather than only selling their products. This approach highlights the significance of developing a consumer-focused strategy, as it can have a positive impact on brand loyalty and customer satisfaction.
Overall, I find the Eggo campaign to be a valuable case study that demonstrates the advantages of incorporating strategic social media tactics. By gaining a deep understanding of their target market’s needs, reaching out to relevant media outlets, and placing their customers at the forefront of their approach, the campaign highlights the crucial role that empathy plays in audience targeting. Moreover, it illustrates how social media can serve as a powerful tool for connecting with and engaging your audience. Ultimately, the Eggo campaign showcases the importance of implementing tactics that are both personable and genuine to increase brand awareness.
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Hi Marcella, I found this blog post very interesting. I think that this is a campaign that really shines in incorporating strategic tactics via social media. You did a great job explaining how they used their target market understandings to tap into that market, especially when finding the money to hire a babysitter can be a challenge for many families. Thank you for sharing this insight!
This Eggo campaign is a great example of a social media strategy that successfully connected with its target audience through empathy. Because Eggo showed such empathy, I believe that this could cultivate more brand loyalty.
I never thought Eggo would be a main contributor to such an amazing campaign. Go eggo go!