Panera wanted to know if people ate soup in the summer. After surveying 700 consumers, they learned that hot weather does not stop soup lovers from their favorite bowls. To celebrate these dedicated soup aficionados, we partered with Panera to develop and host a digital pop-up shop where fans could purchase soup-inspired swimwear. Yep, that’s right — a swimsoup summer.
The campaign went live during peak summer heat. Starting in July, Panera encouraged fans to participate through a Twitter CTA. The brand shared access to a digital pop-up shop where fans could browse and purchase Panera's limited edition Swim Soup Collection through our platform's native payment collection capabilities. Our direct-to-consumer custom microsite showcased the unique swimwear collection, including two novel one-pieces and two pair of swim trunks, both in a sharp broccoli cheddar print. The swimwear featured Panera’s signature green, and there was even a memorable bread bowl-shaped pool float. Social engagement skyrocketed as fans couldn’t get enough of the soupy swimwear. We shipped purchased items nationwide at the end of the campaign in early August.
- Our first-ever digital pop-up shop - Sold all 11.1K pieces of merchandise in one week - Social hype drove 55K fans to the site
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