Across the targets set such as impressions, clicks, and new followers we hit and exceeded our targets. We also saw a high % of relevant/positive comments and story interactivity compared to benchmarks. Altogether this data showed us that the audience had taken in the messaging and we had increased their interest in the brand led by changed perception.

The Challenge

Abel & Cole wanted to do two things in their influencer marketing campaigns. Firstly, they wanted to spread brand awareness across a wider audience and secondly, they wanted to change people's perception of them. They used to be known for just organic veg boxes but they do so much more in terms of organic range. Their budget wasn't large so the challenge was to spend their budget wisely in order to hit their goals.

The Process

I was responsible for leading, planning and executing their two influencer campaigns in 2021. I first put together a strategy which gave us a clear focus and measurable targets. We focused on influencers who were outside of their normal audience (e.g. sustainable, organic fans) and I put together an executional strategy that would allow us to see more clearly if the audience had taken in the messaging. This included measuring things such as poll votes, sentiment in comments, post saves etc.

In influencer discovery, I focused on important data such as impressions per post to ensure we worked with the most effective influencers possible.

I used the results and insights from the first campaign to build into the second campaign later in the year, further improving results.

The Solution

Across the targets set such as impressions, clicks, and new followers we hit and exceeded our targets. We also saw a high % of relevant/positive comments and story interactivity compared to benchmarks. Altogether this data showed us that the audience had taken in the messaging and we had increased their interest in the brand led by changed perception.

Skills Used

Marketing Strategy,Marketing Strategy

Industry

Food & Drink

Results by the numbers

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