By House Party and SodaStream
SodaStream, the world's largest manufacturer, distributor and marketer of Home Carbonation Systems, knows the importance of word of mouth: each owner sells, on average, two more systems through organic recommendations. To harness this natural passion & reward its biggest fans, SodaStream engaged House Party, Inc. to throw 2,000 "SodaStream Fizz the Season House Parties" during the 2012 holiday season.
From a pool of over 40,000 enthusiastic applicants, House Party chose the 2,000 best advocates (based on their social influence & demographic/psychographic traits) to host parties in their homes, for friends and family, featuring the guest of honor: SodaStream. Each host received a Party Pack containing a SodaSteam Source soda maker ($129 value) & Sodamix flavors, plus party favors, supplies, guest rebates and everything else they needed to throw the ultimate SodaStream shindig. Hosts managed their parties, uploaded UGC, & shared to their social networks through a personalized online hub.
SodaStream's House Party campaign didn't just drive trials: it ensured that those trials occurred in a fun, unique, & authentic setting, with recommendations coming not from marketers, but from trusted friends. In total, over 29,000 partygoers tried the SodaStream Source at the parties, with consumers engaging with SodaStream for over 181,000 hours before, during & after Party Day.
The deep engagement of this in-person experience drove 53- and 44-point lifts in guest favorability & purchase-intent (respectively), with 23% of guests purchasing a SodaStream machine as a result.
All told, the campaign generated 38 million brand impressions, 90% of which were consumer-driven, "earned" impressions. (Many of these were the result of strong social media activity, including over 24,000 tweets & 175,000 Facebook posts/comments.) Word of mouth quickly spread from hosts, guests & applicants through their social networks (online & off), ultimately reaching almost 5 million unique consumers.
October 2012 to present