Our primary objective was to inspire parents, educators, and students alike to actively engage with STEAM (Science, Technology, Engineering, Arts, and Mathematics) education using Arm & Hammer Baking Soda. The initiative aimed to showcase the many ways that Arm & Hammer Baking Soda could spark curiosity and ignite young minds, fostering a wave of STEAM learning across the nation. By doing so, we also sought to strengthen brand affinity for Arm & Hammer Baking Soda, positioning it as a trusted resource in both education and everyday life. We empowered parents with a simple, fun Baking Soda Rocket experiment to try at home, provided educators with classroom-ready activities, and inspired students to explore and discover through hands-on learning. The effort culminated at Baking Soda Rocket Day across the nation on October 10th.
Our strategy had two parts: build buzz leading up to Baking Soda Rocket Day (October 10th) and sustain momentum afterward.
Building Buzz: To generate excitement and anticipation, we refreshed our social media channels unifying the campaign across platforms with updated profile pictures, headers, bios, highlights, and Linktree. We leveraged Meta (paid and organic) and YouTube (long-form videos) to disseminate content. Engaging with partners and influencers through reposts and interactions expanded our reach. We also created a hashtag list for search and response engagement throughout the campaign.
Sustainment: Post-event, we focused on keeping the conversation alive via TikTok with search and response community management and organic content, alongside organic posts on Meta. We shared event recap content across all channels to highlight key moments, featuring videos and stories that showcased event participation stats. We announced the Space Camp 2024 giveaway winner from our sweepstakes and strengthened connections with partners and influencers through reposts and active engagement.
Our initiative saw remarkable participation and engagement:
Our spokesperson, Emily Calandrelli (@thespacegal), an MIT graduate, TV host, and the 100th woman in space with 3.2M followers, played a crucial role in amplifying our message.
Campaign Highlights:
Through our carefully crafted strategy and execution, we successfully created a nationwide movement that made STEAM education more accessible and exciting for parents, educators, and students alike. By leveraging the power of social media, strategic partnerships, and community engagement, we not only inspired the next generation of innovators but also solidified Arm & Hammer Baking Soda’s role as a trusted resource in education and everyday life.
