Snoop Dogg x SodaStream

SodaStream launched its holiday campaign last month starring Snoop Dogg. The campaign, which focuses on enjoying the small and meaningful things, sees Snoop and an animated turtle encouraging people to use reusable products to make a big impact and help our planet. He comments, 'I love SodaStream, so it was easy for me to partner with them for this campaign. They make a great product and make a big difference in the world. I'm happy to help spread love!'

So we know Snoop claims an affinity with the product and its cause-led ethos. But just how well matched are the pair when it comes to audience overlap? Let’s dig into the social data.

Sparkling water brand SodaStream has a 74% female audience across Instagram and Twitter. Typically married, its audience are aged 20-40, skewing slightly older (35-39) on Twitter specifically. English-speaking, its followers typically reside in the United States (5-7x the platform averages, in fact), with Canada, the UK and Australia as secondary territories. Top cities for the brand include New York, with Melbourne and Sydney ranking highly on Instagram and LA and Chicago dominating on Twitter. With the largest percentage of followers earning between $50,000 and $74,999, SodaStream’s social demographic typically work in marketing and PR, education or blogging. Looking at lights and interests, on Instagram, reality TV, amusement parks and art & culture prove popular, whilst on Twitter, baking, cooking, fast food, appliances, winging & dining and toys top the list. Celebrity influences for this market include Mindy Kaling, Kristen Bell, Amy Schumer, Neil Patrick Harris, Aziz Ansari and blogger Pamela Maynard. Interestingly, whilst Snoop does not appear on this influencer list, he does within the music section. SodaStream’s Instagram followers consume media such as Huffington Post, Buzzfeed, The Food Network and Time magazine, whilst its Twitter audience enjoy HGTV, The History Channel, NBC and The Onion. In terms of brand affinities, Macy’s, Amazon, Kohl’s, Dunkin Donuts, Banana Republic and Whole Foods Market appear on Instagram, whilst Target Style and Walmart are added to the list on Twitter.

Image: SodaStream USA Twitter Brand Affinities Snapshot Page 1

Moving on to hip-hop legend Snoop Dogg, and the ‘Drop It Like It’s Hot’ singer’s audience are 62% male across platforms, single or married, with 25-29 years being the most common age group, though 20-35 is more indicative of the full range. English-speaking, Snoop’s followers are predominantly based in the United States, with the UK, Canada and Brazil following behind. Top cities for the rapper include New York, LA and São Paulo. Also earning between $50,000 and $74999, professionally, his followers typically work in broadcasting & entertainment and marketing & advertising, with a large share of directors and sales representatives. Looking at likes and interests, on Instagram, unsurprisingly rap & hip-hop, R&B and adult content rank highly as hobbies, whilst on Twitter, American football, music and news are highlighted. Other celebrity influences for Snoop Dogg’s market Eminem, Dwayne Johnson, Kevin Hart, P. Diddy, Jimmy Fallon and Justin Timberlake. His audience consume publications and outlets including ESPN, CNN, BBC, Fox and MTV. Crucially, SodaStream is not listed as one of Snoop’s follower’s favourite brands. Instead, his Instagram audience favour Nike, GoPro, PlayStation, Redbull and footlocker, however Gatorade claims 2.8% of the share. His Twitter followers enjoy Funny or Die, YouTube and Adidas. Gatorade and Dr. Pepper also appear here.

Overall, SodaStream and Snoop Dogg’s primary market aren’t exactly aligned, apart from geographically. It may be that the brand is hoping to appeal to a more male, slightly younger market, or consumers in South America. There are also inherent differences across interests, influences and brand affinities. Although Snoop’s audience don’t seem to have a pre-existing affinity for SodaStream, however this may change post-partnership. Whilst this may not be an obvious collaboration, Snoop Dogg is still likely a powerful partner for the brand. A partner of wine brand 19 Crimes, Corona and Pepsi, and investor into soft drinks brand Arriba! - Snoop has a total reach of 116.37m, a well above average 46.83 celebrity equity score and a perception of being a Visionary (innovative and inspirational). It may also be that SodaStream are hoping to emulate some of the success Snoop has had with his tongue-in-cheek Just Eat collaboration over the year. Undoubtedly, the award-winning artist brings a ‘trendy’ association to the brand and opens them up to a wealth of new potential customers.

Image: Snoop Dogg Personality Archetypes

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Image: (PRNewsfoto/SodaStream)