Why Didnt Snoop Doggs Viral Campaign for Solo Stove Pay Off? [Video]

A campaign featuring Snoop Dogg promoting Solo Stove, a maker of fire pits, generated billions in earned media impressions, but a sales shortfall and the exit of the brand’s CEO have some marketers wondering whether viral campaigns are overrated.

On Nov. 16, 2023, Snoop, famously known as a cannabis enthusiast, announced to his combined 129 million social media followers that he would be “giving up smoke,” leading to shocked reactions by fans. Four days later, fears were eased when it was revealed that the rapper’s comments were part of a Solo Stove campaign. He said, “I’m going smokeless — Solo Stove fixed fire. They take out the smoke.”

In the days after the campaign broke, Solo Stove gained more than 60,000 Instagram followers, related posts received more than 30 million engagements, and extensive media coverage was scored across mainstream outlets from CNN to People Magazine. Ad Age ranked the campaign at #18 on …