The Challenge
Mavely partnered with a well-known provider of high-quality protein products that specializes in family-friendly meals and innovative food solutions, to amplify awareness and drive sales at a leading nationwide retailer known for its wide reach and one-stop-shop convenience, offering everything from groceries to household essentials at affordable prices. Centering on three of the food brand’s most popular products—garlic parmesan chicken wings, seasoned rotisserie chicken wings, and honey-infused chicken nuggets—this full-funnel influencer campaign leveraged The Everyday Influencer Platform® to show families how this food brand’s products make mealtime “in the bag.”
- Campaign Duration: July – October 2024
- Platform: Instagram
The Approach
Influencer Strategy
We activated 6 content creators representing diverse family dynamics, including moms, dads, and couples, with combined audiences of nearly 510K followers. Creators shared:
- Two in-feed Instagram posts with affiliate links for the retailer
- One story set highlighting quick recipes and meal hacks
The campaign encouraged an authentic and relatable approach, showing how the food brand’s products simplify mealtime. Creators highlighted the affordability and ease of picking up the food brand’s products at the retailer, tying posts to the back-to-school rush, a peak family shopping season.
The Outcome
Performance Metrics
The campaign yielded $128K in sales at the retailer, achieving a 2.6x return on investment (ROI) and driving growth across the food brand’s portfolio. Results included:
- Featured Products: 7,000 units sold, $58,000 in sales
- Other Products from the Brand: 9,000 units sold, $70,000 in sales
- Total Frozen Units Sold: 16,300
Engagement Highlights
Creators’ content generated 124K impressions, 52K reach, and 6K engagements. A viral effect occurred as 1.4K additional influencers organically shared food brand products, amplifying the campaign’s reach without additional spend.
Key Takeaways
- Everyday Influencer Power
Authentic, relatable content resonated with families and inspired creators outside the campaign to join the conversation. - Content Flexibility Delivers Results
Allowing influencers to customize their posts fostered a natural integration into their feeds and sparked trust among followers. - Seasonal Timing Matters
Launching during the back-to-school season tapped into a prime shopping period for families, driving relevance and results. - Long-term Growth Potential
The food brand’s halo products saw significant sales growth, demonstrating the spillover effect of targeted influencer marketing.
Summary
Mavely’s Everyday Influencer Platform® seamlessly combined authentic content and strategic insights, driving measurable growth for the food brand at the retailer. By showing families how this popular food brand makes mealtime easier, we achieved both impactful results and lasting connections between the brand and its audience.