The food and beverage industry is noisy! In a cluttered market it’s important to get as much cut-through right from the get-go and especially when the product that’s being launched is a new concept and targeting our younger generation.
To launch the latest mouth-watering kidney bean and chickpea snack cans from Edgell, we partnered with Simplot on an influencer driven marketing campaign. Edgell is an iconic Australian brand, prized for taste, quality, convenience and value for money. Simplot challenged The Social Club to amplify awareness of the Edgell snack cans, and position them as the perfect, healthy, plant protein snack. As a new wave of foodies are coming through, the campaign targeted Kiwi plant-based snackers, on-the-go millennials and those who lead healthy lives.
With any launch, we knew we needed to drive the products key messages and gain reach. To do just this, we executed a full service influencer marketing campaign and carefully selected nine macro and micro influencers, plus twelve nano influencers – all of who live healthy lifestyles themselves. Influencers were tasked to get creative and highlight the versatility and various uses of the snack cans.
The campaign creative was exceptional. Influencers honed in on their strengths and created static imagery that was authentic to them but also aligned with the Edgell brand. Content included alluring flat lays of the Edgell snack cans and images of influencers enjoying their snack cans on the go. Influencers received a plethora of positive brand mentions which showcased that their content resonated well with their audience.
To measure success, we assessed key metrics such as engagement rate, post reach, impressions, total post engagements, saves, shares and more. We were thrilled with the results we achieved for this campaign, in particular, the incredible 6.9% average engagement rate, which is over three times greater than the industry benchmark at 2%. The engagement rate conveys the level in which followers engage with content through likes, shares, saves and comments; it is an important metric as it indicates people are taking the time to connect with your product. With an engagement rate shy of 7%, it’s safe to say that the influencers did a phenomenal job at engaging their audiences!
The campaign engagement rate wasn’t the only noteworthy result, believe it or not, within the space of six weeks, we generated a total post reach of 400,352, 4,490 promotion clicks (number of followers who visited the Edgell site), 259,231 story views, 17,593 post engagements and 654 saves & shares. Tangible results such as saves indicate the follower sees value in the product and wants to come back to this content at a later date. This is a huge win when launching a new FMCG product, as this showcases that there is intent to find out more and people are likely to see it on the shelf and connect with it!
Results exceeded industry standard, in particular, the incredible 6.9% average engagement rate, which is over three times greater than the industry benchmark at 2%. Other noteworthy results are generating a total post reach of 400,352, and 4,490 promotion clicks (number of followers who visited the Edgell site), 259,231 story views, 17,593 post engagements, and 654 saves & shares.
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