June20 successfully launched Gourmet Solo on social media. We made sure the vegan spread, developed by Upfield, stood out against the popular butter recipes through an influencer marketing campaign.
Building on the success of this online awareness campaign, Upfield commissioned us to use the hyper-relevant end-of-year period to further boost brand awareness and engagement for their unique spread. As Belgians are still fond of their Christmas dinners, we took the opportunity to make people aware Solo Gourmet is a quality and tasty alternative for festive occasions.
Our influencer marketing team knew exactly where to start.
With TikTok and Instagram. These social channels always have served as inspirational platforms for new products and are always hungry for more. Today, brands have to deliver outstanding content to attract attention. So we made sure Solo Gourmet differentiated from the standard butter recipes. Therefore we challenged a mix of high, medium and lower-end food influencers to prepare their favourite buttery dish using Solo Gourmet.
Starting from a brand and communication strategy, we created a visual identity that reflects the core values of this much-needed initiative: accessibility, warmth, care and inclusiveness.
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The Instagram influencer marketing campaign ran in 2 phases.
First, all food influencers received a branded package containing Solo Gourmet, a branded cutting board and some recipe cards. They captured the cooking process and shared the experiences they had using Solo Gourmet.
During the second phase, the influencers showed off their inspiring dishes and enjoyed a cosy tasting moment with their friends.
Our content strategy over-delivered, as the total number of views (523,600) far exceeded the predefined goal (120,000). The campaign clocked at 4,900 likes, 2,400 saves and 261 sticker taps. Results that stick!
