{"id":197,"date":"2019-06-25T11:26:21","date_gmt":"2019-06-25T07:26:21","guid":{"rendered":"http:\/\/keepface.com\/site\/?p=197"},"modified":"2026-03-30T13:46:29","modified_gmt":"2026-03-30T09:46:29","slug":"how-food-brands-nail-influencer-marketing-campaigns","status":"publish","type":"post","link":"https:\/\/keepface.com\/site\/en\/how-food-brands-nail-influencer-marketing-campaigns\/","title":{"rendered":"How food brands can nail their influencer marketing campaigns?"},"content":{"rendered":"

Before taking off an influencer marketing campaign<\/a>, it can be beneficial to know this statistical information – every investment in food influencer marketing generated 12 times its value in earned media.\u00a0Unlike the owned media which is brand\u2019s social media accounts and website and paid media like bought advertising, earned media is the visibility received by a brand with third-party means (blogs, social media and so on).\u00a0<\/p>\n

Nowadays a word-of-mouth technique is the most effective way to sell, the extent to which social media has taken up space in our lives means it\u2019s now possible to use social media<\/a> on a full scale by mobilizing the right influencers.<\/p>\n

Influencers are people that have achieved a large following on social media by posting videos or photos that take the interest of a certain demographic and by remaining authentic to their audience over time.\u00a0<\/p>\n

Traditional influencer marketing was about leveraging the top industry influencers and celebrities as brand ambassadors and running ads on TV and radio. It is not only expensive but also irrelevant for food brands which are not in the top of the industry with several outlets in different geographies. Micro influencer marketing<\/a> is definitely the way to go for a small food brand. <\/p>\n

These micro influencers have a niche following that is usually specific to a particular region. For instance, food bloggers of Istanbul would have the majority of their followers from Istanbul. If you collaborate with such food influencers, they would talk about your product, post pictures, videos, and put up reviews on social media and the product review sites. This, in turn, will help you increase your visibility, and garner credibility for your product and brand.<\/p>\n

It is more effective when food brands equip their consumers and influencers with a challenge or event they can participate in using a set hashtag. This engages the influencer\u2019s network and creates a community and camaraderie for everyone participating or following the challenge.<\/p>\n<\/p>\n

\u201cActivia\u201ds campaign for Ramadan <\/h3>\n<\/p>\n

\u201cActivia\u201d is a yogurt brand of \u201cDanone\u201d company<\/a> and launched under the “Bio” brand name. It is classified as a functional food, designed to improve digestive health. Emphasizing this feature, the company started a campaign during Ramadan, a month of fasting in the Muslim countries. <\/p>\n

The Ramadan campaign targeted people who were fasting for the whole month. The idea behind the campaign was to focus more on the functional benefit and more on the product. Throughout the campaign, influencers showcased Activia yogurts in their iftar tables and shared their experiences how the yogurt helps them to feel relieved after a heavy meal. The campaign involved 12 influencers, however, received over 50.000 engagement during the first six days. The campaign lasted the whole Ramadan and reached nearly 300.000 audiences across Instagram and Facebook.<\/p>\n

\"food-bloggers-influencer-marketing\"\/<\/figure>\n<\/p>\n

\u201cHello Fresh\u201ds approach<\/h3>\n<\/p>\n

\u201cHello Fresh\u201d<\/a> is a company that sends weekly menus to families and busy people who don\u2019t have time for cooking. They work with a variety of influencer from vegan food bloggers to multitasking mothers. <\/p>\n

The foremost goal of the campaigns was to demonstrate the advantage of the service for busy people, especially those who take care of their health. Through these influencer marketing campaigns, Hello Fresh wanted to reach broader audiences and raise awareness around its brand. The company provided many of the influencers with the discounts by special promo codes and even apron with a personal touch, creative gifts and so on. As a core part of their lead generation strategy, the company invested mainly in influencer marketing. <\/p>\n

Besides providing them with promo codes, influencers were asked to share branded hashtags like #hellofreshpics and #freshfriends. They also encouraged their audience to do so. <\/p>\n

By demonstrating how the product solved influencers\u2019 problems,  the company achieved raising awareness of its delivery boxes in an authentic way. <\/p>\n<\/p>\n

\u201cYoufoodz\u201ds strategy
<\/h3>\n

This is an Australian food brand, which wanted to promote its newly launched winter menu with the help of influencer marketing. They leveraged a range of influencers with the niches related to food, fitness, and health. The brand runs an influencer marketing campaign<\/a> with 81 influencers which resulted. <\/p>\n

During the campaign influencers managed to create more than 162 Instagram stories and in total 167 pieces of content. As a result, the campaign saw 507.909 impressions from the content, 70.000 engagements and reached 1.5 million audiences on Instagram and Facebook. <\/p>\n

\"food-vloggers-taking-photo-dish\"\/<\/figure>\n<\/p>\n

How to nail your influencer campaign<\/h3>\n<\/p>\n

These are all excellent ways to demonstrate how to leverage influencers to have the desired brand impact. But the key to success behind each of them is finding the right influencers<\/a> to work with. With that in mind, here are a few things you should remember when looking for influencers:<\/p>\n