One of the challenges any Marketing (and specifically the digital team) run into is the education of the entire staff about what’s new and exciting. It’s even more challenging to move beyond the listing and explanation of platforms to how the brand is meant to utilize each. The Campbell’s soup team is getting some press for distributing its own “survival kit” for all things digital. The question remains whether it will be more than corporate subsidized access to digital content and platforms and actually convey specifically how the tools are used by the brand and benefit the company’s bottom line.
In a package that seemingly was built by the relatively new social agency, SocialDeviant on behalf of Campbell’s Head of Digital and Social, Adam Kmiec, a good amount of “stuff” to provide digital literacy to its staff. He even goes into further detail about the Digital Fitness Accelerator Kit on his blog. What we may never see, but is suggested should be a guide that not only explains what these pieces do, but also some ideas about how they might be utilized in the extension of Campbell’s brand.
The stated reason for producing these kits – regardless of recipient – is to enable employees to have a deeper understanding of developments within the white-hot technology development space. But, as that pace is so quick and the staff can be at different levels of digital proficiency, they would be best served by conveying theories, methodologies and strategies that can leverage marketing technology and platforms to ensure they are able to deftly maintain the heat around their brand.