Client Work

Campbell’s Soup Save the Snow Day: A Client Success Story

After just sharing the client success story of mySongbird, the ultimate destination for viewing live streaming musical performances, WebDevStudios (WDS) is delighted to share another. The pandemic and remote learning are threatening to bring an end to the classic snow day. You know, that exciting, fun-filled day when schools shut down due to snow, and students spend their day bonding over activities, such as building snow people and making snow angels. Well, current WDS client, Campbell’s Soup, is refusing to let that happen! That’s why when they decided to put forth the effort to save the snow day, they partnered with WDS to build SaveTheSnowDay.com, an online pledge that brings together the entire nation to vow to preserve this treasured tradition.

“Following a difficult year for so many, it is so important to find those moments of comfort and joy,” says Linda Lee, Chief Marketing Officer, Meals & Beverages, Campbell Soup Company in a company news release. “The excitement of waking up to a snow day delights kids and adults alike. These are special days filled with sledding and snowman building, capped off with a warm bowl of chicken noodle soup after playing in the cold. Even in the virtual world we find ourselves in need of a good ol’ snow day.”

This particular client project required three major features:

  • A sign-up form that included two phases
  • A zip code-powered map
  • The ability to showcase user-generated content

Read on to learn how the WebDevStudios team accomplished this.

Sign-Up Form

Saving the snow day requires the participation of children who believe in Campbell’s cause, and that necessitates a pledge. To achieve this, Campbell’s created an incentive program to inspire kids to sign the pledge. The first 3,000 to do so received a free, limited-edition, Campbell’s branded snow day activity kit.

A photograph of the Campbell's Save the Snow Day Activity Kit, which includes cans of soup, a red knit cap, crayons, a coloring sheet, mittens, and accessories for building a snowman.
To offer a fun reprieve during this year’s snow season, Campbell’s released free limited-edition snow day activity kits to the first 3,000 pledge signers on SavetheSnowDay.com, featuring snow day-inspired items.

Between the pledge and the freebie giveaway, the Save the Snow Day project required a sign-up form that captured contact information and an address. Once the 3,000 pledge threshold was met, the sign-up form was kept but utilized as a pledge and newsletter sign-up call-to-action. Additionally, the zip codes captured from the sign-ups were then used to populate the content used for the zip code-powered map.

A screenshot from the SaveTheSnowDay.com website, which shows the pledge sign up form.

Zip Code-Powered Map

The marketing impact of the zip code-powered map is impressive because it details the amount of pledges made across the US to save the snow day. Red map pins populate a map, showing the support behind Campbell’s efforts.

A screenshot from SaveTheSnowDay.com that displays the zip code powered map which shows red map pins and a number per pin to indicated the amount of pledges in various parts of the United States.

WDS built this function by getting the geo-coordinates from Google Maps API on the basis of users’ zip codes. Our backend team then saved those coordinates to a custom WordPress table. We also used Google Maps Clustering to display the numbers neatly on the map (see image above) instead of producing a big red blob of pins. For security, no other data beyond the submitted zip codes are kept in the database.

User-Generated Content

Relying on the power of social media to get the word out and influence others to join the cause, Campbell’s came up with the hashtag #SaveTheSnowDay and asked consumers to use it to tag their snowy Instagram posts. A WordPress plugin was used to integrate with Instagram and display a curated list of images taken from those that used the snow day hashtag. This created an engaging environment that allowed Save the Snow Day supporters to see their social media posts featured on SaveTheSnowDay.com.

This is a screenshot from SaveTheSnowDay.com that shows the user generated content, which displays various snow activity photos from different users.

The team members who worked on this client project have expressed sheer joy to have been a part of it. If your marketing team is looking to partner up with a WordPress agency that loves to build successful websites for consumer packaged goods, media companies, and enterprise corporations, contacts us at WebDevStudios. It would be our pleasure to bring your marketing initiatives to life.

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