Snoop Dogg campaign’s marketing blunders

by | Feb 15, 2024 | Brand Awareness, Digital Marketing

Frustrated woman with all the choices for her 2023 marketing plan

Solo Stove’s recent Snoop Dogg marketing campaign went viral. So why did it apparently force the company’s CEO to resign? Marketing industry pundits were quick to analyze what went wrong. And their conclusions support why our Strategically Aimed Marketing process is so essential. 

To refresh your memory, the Snoop Dogg campaign first teased that he was giving up smoke. Then it transitioned to showing Snoop relaxing next to a smokeless Solo Stove. The campaign got everyone talking but there was no uptick in sales. And the CEO is out the door. 

What went wrong with this costly celebrity campaign? 

1.It targeted the wrong audience. Using a cannabis-loving celebrity simply didn’t align with the outdoor enthusiasts who are Solo Stove’s core customer base. 

  • “Know your customer” is a huge component of all Media Relations Agency marketing. We emphasize this on our Code Sheets and Communications Overviews, two documents that steer each client’s campaign. 

2. It used the wrong metric to measure success. This was a brand awareness campaign, yet the powers that be expected to see a sales jump in only six weeks. Awareness and sales aren’t mutually exclusive. There should be strong overlap. But brand awareness always comes first. People need to know and trust your product before they’re willing to spend their money. 

  • With 35+ years of product marketing experience, we understand how to use a smart mix of promotional channels and messaging to build brand awareness and trust, and how to transition into sales. 

3. It didn’t have a strong call to action. Solo Stove reportedly had no plan in place to retain the people who visited their website because they were curious about the brand. Nurture marketing is essential to the brand experience. It’s about creating desire to buy from you because they like you and want to do business with you.

  • We always ask clients, “What immediate action do you want people to take after hearing or seeing your message?” Then we plan our marketing strategies accordingly. 

Avoid sending your campaign up in smoke  

We talk a lot about the importance of first building a strong marketing foundation before implementing any marketing strategy. That’s true whether you’re building a website, launching a digital ad campaign or pursuing PR. Our Strategically Aimed Marketing Process exists so that your marketing is on point, every time. 

When you work with Media Relations Agency, you can expect us to ask you about all the essential core elements including: 

  • Your target market demographics and what motivates them to buy
  • Your unique selling proposition: What can you say that your competition cannot? 
  • Your marketing goals. Keep in mind that you must climb the ladder of fame one rung at a time. Companies and products rarely leapfrog to the top. You’ve got to be strategic, committed and keep your eyes on the ultimate prize.  

Some agencies may promise the moon but instead deliver disappointment. We want you to feel good about working with us, whether it’s a short- or long-term business relationship. For us, it’s about setting the right expectations so you can be excited by predictable results. 

If you’re interested in marketing to your local community, to a national audience or something in between, we have proven strategies to match your goals. Call us at 952-697-5269 or use this form to let us know you’re interested in learning more.

Written by Robin Miller

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”


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