As social media marketing continues to grow in importance, many companies struggle with finding a unique and appropriate way to utilize the platforms. DiGiorno Pizza is one of those brands.
The frozen-pizza brand was perplexed with how to utilize Twitter in a beneficial way for over a year. The company’s public relations agency, Resource, pushed the brand to keep working towards finding their Twitter voice. Through many trials, the brand settled in on what their voice would be — a wise-cracking couch potato: a sort of Internet “troll” who makes sarcastic jokes while sitting on the couch watching sports. The tweets also use Internet language and do not necessarily use proper grammar, which is very relevant to how many people tweet.
Some recent tweets can be seen below:
The company has gone farther, though, than just finding their voice. The Twitter profile (@DiGiornoPizza) has chimed in on many culturally relevant moments, including NBC’s live broadcast of “The Sound of Music”, by live-tweeting along with the broadcast. While this was not quite in their target audience’s reach, Resource noticed that the chatter around the show was going well.
The company jumped in with their usual snarky comments and utilized the show’s hashtag, #TheSoundOfMusicLive. Some of their updates had absolutely nothing to do with the musical. Their feed looked something like this:
Since their Sound of Music tweets went over so well, DiGiorno’s has also live-tweeted other events, such as the Superbowl and the Oscars. When Ellen DeGeneres mentioned ordering a pizza for the stars in the audience, you better believe DiGiorno’s jumped right into the conversation.
Though their Twitter feed looks crazy at times, DiGiorno Pizza can already tell that this utilization of social media marketing is paying off. Lora Schaeffer, VP of Social at Resource, stated that the company is “seeing purchase intent go up.”
Aside from more sales, the brand has also received notable coverage from social media experts.
Basically, DiGiorno is “#winning” the Twitter-game. They company knows that their target audience, 19-28 year old men, are on Twitter and enjoy the sort of “smack-talk” the company uses. DiGiorno’s uses the social media platform exactly as it needs to be used: by saturating the Twitter-talk and by exploring the brand’s identity, without explanation.