At 2018’s Cannes Lions International Festival of Creativity, Crock-Pot and the Newell Brands Marketing team, in partnership with Edelman, were recognized with a Silver Cannes Lion Award, an established and coveted honor in the creative and marketing communications industry, for their #CrockPotIsInnocent campaign in the Digital & Social – Real-time Response category.
The campaign was in response to a fiery plotline from a hit television drama in which a Crock-Pot was blamed for a fictional character’s death, igniting strong reactions from consumers across social media. In response, Crock-Pot quickly assembled a team and addressed the situation by creating its first-ever Twitter account and partnered with the character.
In less than three weeks, the campaign garnered almost 4 billion media impressions, resulting in more than 20,000 articles and almost 800,000 social mentions, and serves as a testament to our social media and marketing teams' innovative execution during this unique moment in pop culture.
Read more about the campaign here.