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Library/Campaign/Solo Stove: Snoop Goes Smokeless
Grade B25 sourcesHIS-00373

Solo Stove: Snoop Goes Smokeless

Campaign · 2023 · Viral

61Editable slideCertificate

Solo Stove’s CEO claimed 7 billion impressions for Snoop’s smoke teaser and reveal.

Snoop Dogg

@SnoopDogg · Nov 16, 2023

I’m giving up smoke.

615.4K30.2K
Original · Snoop Dogg
Clip · Stephen A. Smith on YouTube

greg

@greg16676935420 · Nov 16, 2023

Today isn’t April Fools day Snoop

21.7K134
Post · @greg16676935420 on X

MeekMill

@MeekMill · Nov 16, 2023

Ima wuit once I go cold in Dubai …. Snoop start the no smoking challenge we gone follow up! It’s not healthy for me!

Daily Loud@DailyLoud

Snoop Dogg says he is giving up smoking 👀

7.8K273
Post · @MeekMill on X

Snoop Dogg

@SnoopDogg · Nov 20, 2023

I'm done with smoke. I'm going smokeless with @SoloStove. #ad

268.1K9.7K
Post · @SnoopDogg on X
I’m giving up smoke.
@SnoopDogg on X
Official launch photograph of Snoop Dogg by the Solo Stove fire pit.
Baldomero Fernandez / Solo Stove
Snoop Dogg says he’s giving up smoking weed | CNN
CNN
Snoop Dogg STAYING OFF THE WEED?! Stephen A. Smith reacts
Stephen A. Smith on YouTube
I'm done with smoke. I'm going smokeless with @SoloStove. #ad
@SnoopDogg on X
Solo Stove | Snoop Goes Smokeless
The One Club for Creativity
Snoop Dogg To Be Official “Smokesman” For Smokeless Fire Pit Solo Stove | Schwab Network
Schwab Network
Solo Stove & Snoop Dogg: Turning Smoke into Fire with a Viral Stunt — VCU Brandcenter
VCU Brandcenter
Ima wuit once I go cold in Dubai …. Snoop start the no smoking challenge we gone follow up! It’s not healthy for me!
@MeekMill on X
@SnoopDogg Today isn’t April Fools day Snoop
@greg16676935420 on X
Snoop Dogg said he's giving up smoking, and you'll love Blizzard's response
PCGamesN

Spread Score

How it works
Reach80Contagion35Breadth80Velocity69Longevity2761

Numbers

Agency earned-media impression claim (window unspecified)
19.5B
Self-reported · The Martin Agency via London International Awards
Peak date
Week of Nov 16, 2023
Nov 16 ’23 to Week of Nov 16, 2023
Platforms
7
Started on X
Leverage
1.2×
154.6M on 129M followers at seed

Mechanics

  • Mystery & lorePrimary
  • Response chain
  • Platform jump
  • Press loop
  • Scarcity drop

How it spread

Trace the origin

Snoop said he was giving up smoke. Fans, musicians and news outlets speculated before Solo Stove revealed its fire-pit ad. The owner later reported a missed sales target, while the agency subsequently claimed higher unit sales. A separate campaign followed.

Dates use the stated precision; chart positions are date anchors.

Google searchesNov ’23DecJan ’24FebAprJunAugSepOctPeakXInstagramRedditPressYouTubeOpen webTV
XInstagramRedditPressYouTubeOpen webTV

13 more events on this chart

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Timeline (16)

  1. November 2023

    Snoop Dogg seed · Nov 16 ’23

    At 16:59:03 UTC, Snoop posted his giving-up-smoke announcement on X.[1][2]

    I’m giving up smoke.
    Open the first post ↗

  2. Queen Latifah and Jhené Aiko platform jump · Week of Nov 16, 2023

    Queen Latifah and Jhené Aiko supported Snoop in Instagram comments before the reveal.[3][4]

  3. u/Circuit_Deity / r/trees platform jump · Nov 16 ’23

    An r/trees post prompted users to debate quitting and speculate about an advertisement.[5]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 1 number
  2. 2026-10-14Fact-check passed (44 claims)
  3. 2026-10-13Added: 16 events, 24 sources · Score 61
Origin
Stunt
Sector
Home & lifestyle
Region
US
Agency earned-media impression claim (window unspecified)
19.5B
Self-reported · The Martin Agency via London International Awards
Evidence
Grade B

Spread the same way

Grand Theft Auto VI Trailer 1

YouTube · 2023

62
Grand Theft Auto VI Trailer 1

268M views

IHOb

X · 2018

57
For 60 pancakin’ years, we’ve been IHOP. Now, we’re flippin’ our name to IHOb. Find out what it could b on 6.11.18. #IHOb

42.5B impressions

Someday

YouTube · 2025

55
Pedro Pascal in Apple’s Someday film, from the agency’s ADC Awards entry.

40M views

McDonald’s: WcDonald’s

Retail · 2024

55
WcDonald’s manga takeout bag

6B impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesNov ’23DecJan ’24FebAprJunAugSepOctPeakXInstagramRedditPressYouTubeOpen webTV
XInstagramRedditPressYouTubeOpen webTV

13 more events on this chart

Join free to see them

  1. November 2023

    Snoop Dogg seed · Nov 16 ’23

    At 16:59:03 UTC, Snoop posted his giving-up-smoke announcement on X.[1][2]

    I’m giving up smoke.
    Open the first post ↗

  2. Queen Latifah and Jhené Aiko platform jump · Week of Nov 16, 2023

    Queen Latifah and Jhené Aiko supported Snoop in Instagram comments before the reveal.[3][4]

  3. u/Circuit_Deity / r/trees platform jump · Nov 16 ’23

    An r/trees post prompted users to debate quitting and speculate about an advertisement.[5]

  1. peak · Week of Nov 16, 2023

  2. press · Nov 17 ’23

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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