Snoop Goes Smokeless
From direct-to-consumer darling to mainstream fame — making Solo Stove a household name.
// INSIGHT
By engineering a smokeless fire pit, Solo Stove made the outdoors more enjoyable and accessible to a broader audience than the traditional ‘outdoorsy type.’ The campaign needed to do the same.
// SOLUTION
Without the budget to support a traditional ad campaign with broad reach, we brought a creator-led stunt designed to earn media. First, Snoop Dogg, our "smokesman," announced he was giving up smoke on social. Four days later, the world discovered why.
// RESULT
The activation netted over $100 million in earned media value — far beyond what the DTC brand could have afforded. 5,629 unique media placements in 65 global markets resulted in a 500% rise in shopping searches, 70% revenue boost, and 22% lower acquisition costs.
Snoop Dogg told the world he’s giving up smoke.
And then we let the news stir and the speculations spiral:
CNN:
Snoop Dogg says he’s giving up smoking weed
BBC:
Snoop Dogg gives up smoking after years of marijuana use
Snoop Dogg says he’s giving up smoking after years of marijuana use
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Snoop Dogg says he's giving up 'smoke.' It caught some of his fans off guard
And just as everyone started to come to terms with a universe where Snoop wasn't synonymous with smoke,
we gave the world an update they never saw coming: