Solo Stove faced the challenge of moving beyond performance marketing to establish a stronger brand presence. The company needed to expand its market appeal and invigorate its direct-to-consumer (DTC) sales, which had seen a decline.
The Involved Strategy team developed a comprehensive plan to leverage Snoop Dogg’s influence in sports, entertainment, and music. This was achieved by creating anticipation through a cryptic message from Snoop Dogg about “giving up smoke,” followed by a dramatic reveal of his role as Chief Smokeless Officer.
The campaign was a resounding success, with the media strategy perfectly timed and executed without leaks. The partnership with Snoop Dogg culminated in high-visibility events like a Macy’s Thanksgiving Day Parade float and a TV spot during the parade, leading to exceptional ratings and exposure.