When Jack Pearson, a popular character in the NBC hit TV show “This Is Us,” died on the show as the result of a house fire that appeared to be caused by a faulty slow cooker, many of the show’s loyal fans reacted negatively, saying they would never use their Crock-Pot again.
But the marketing team at Newell responding to the outcry on social media created the #CrockPotIsInnocent campaign, which recently received the Silver Cannes Lion Award in the Digital & Social Media – Real-time Response category at the 2018 Cannes Lions International Festival of Creativity.
Working alongside agency partner, Edelman, Crock-Pot immediately created its first-ever Twitter account for the brand. By leveraging a combination of empathetic social media responses and engaging influencers like the “This Is Us” cast, the #CrockPotIsInnocent campaign took on a life of its own.
“This award is a testament to the speed and creative ingenuity of our marketing team and the influence of our famed Crock-Pot brand,” said Rich Mathews, chief marketing officer, Newell Brands. “I’m extremely proud of the execution and outcome of this campaign, which garnered almost four billion media impressions, resulting in more than 20,000 articles and approximately 800,000 social mentions— all in less than three weeks.”