This is a Pyrex measuring cup:
I’ll bet you have one in your kitchen right now. Chances are your mother and grandmother had one, too. First introduced in 1915, Pyrex is a brand celebrating its 100 year anniversary this year. How do you keep a brand relevant for over a century? Ken Bausch from World Kitchen spoke at the Social Media Masters Summit last month and filled us in on the secrets to running a successful brand anniversary campaign.
- In-person events still a must-do. Even after 100 years, getting people together in one location face-to-face is still a very effective tactic. Pyrex sent a human-size measuring cup on tour around the country for people to see, take their picture with, and talk about. The tour included stops at the Indy 500 in Indianapolis and the CMA Music Festival in Nashville, TN.
- Targeted digital ads. This 100-year old brand has survived the years by innovating and changing with the times. Pyrex used targeted web and mobile ads to reach the right people. How do you find the right people? Pyrex had a demographic audience in mind, used ad platforms that were recipe-focused, and geo-targeted people within a 50 mile radius of the in-person events. They also partnered with the stores that sell Pyrex (Walmart, Macy’s, etc.) and ran ads on their websites.
- Encourage user-generated content. People are more likely to share content created by their friends on social media than content created by a company. So, why not encourage people to talk about their personal experiences with the brand? Pyrex started the hashtag #raiseyourglass and encouraged individuals to share their pictures and stories using Pyrex dishware. The trend caught on and resulted in 16 million twitter impressions.
There you have it. Three simple secrets to keeping a 100-year-old brand alive in the 21st century. Happy birthday, Pyrex!
About the Author: LuCinda Hohmann is a marketing professional with expertise in digital marketing and consulting for business and non-profit sectors. She is a recent graduate of the Integrated Marketing Communications Master’s program with Medill at Northwestern University. You can find her on LinkedIn.