There’s been a lot of buzz online the last week about the ousting of the Solo Stove CEO, with many publications and people pointing to the failure of the Snoop Dogg partnership to drive sales for the company. Some are going as far as saying this is proof that influencers don’t move the needle for businesses.

Let’s break this down…

1. Working with celebrities is an upper-funnel awareness tactic. Brands don’t spend that kind of money on celebrity endorsements thinking they will achieve an immediate ROI, they do it to build highly valuable brand equity.
2. People don’t need to buy smokeless fire pits all that often, and likely would only do so once or twice in their lives however there’s likely only one brand that would come to mind and it’s because most have seen Snoop talking about them. 
3. It hasn’t even been three months since the campaign ran. Even if the brand wanted to see downstream impact that isn’t going to happen in six months, especially given the need for this type of product.
4. Some of the best marketing campaigns over the last decade have been years where the brand didn’t see growth, think of the Bud Light Dilly Dilly campaign in 2017. Would you call that a failed marketing campaign?

Snoop Dogg’s campaign proves how effective creative marketing and the right influencers are at driving awareness and earned media. 

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