Influencer marketing is one of the most powerful tools in our PR arsenal — driving awareness, engagement, and ultimately, conversion. In fact, word-of-mouth generates more than double the sales of paid advertising (McKinsey), and customers acquired through word-of-mouth have a 37% higher retention rate.
In Canada, 74% of consumers say they’re influenced by recommendations on social media, and 84% trust influencers they follow over traditional advertising. Whether it’s a chef, TV personality, or cultural trendsetter — if they influence, they matter. We help brands build strategic influencer programs with measurable ROI and authentic connections.
CASE STUDY: TRAVEL THE WORLD WITH A.B. WORLD FOODS
The Brief
The Strategy
To help families cope with travel restrictions while keeping kids busy and entertained, we created the Taste Adventure campaign, where families were invited to explore new countries each day of Spring Break. Providing fun activities and games, educational and engaging content and of course delicious and globally-inspired recipes, families from across the country were able to bring the tastes and smells of some of the world’s most intriguing countries into their home, courtesy of Patak’s, Blue Dragon and Al’Fez.
We researched, designed and created a webpage so Canadian families could go on a taste adventure right from home and enter for a chance to win exciting prizes. Visitors could learn more about Morocco and Lebanon (Al’Fez), China and Thailand (Blue Dragon), Delhi and Mumbai (Patak’s) through recipes, fun facts, activities, games, music, movies and much more.
Associated with each country was a menu board of recipes for families to discover, each including an appetizer, main and dessert. Each recipe featured a branded product, encouraging families to purchase in store in order to create a cultural menu for dinner.
To invite families to explore and cook with the products, we prepared an influencer seeding where 75 family-focused influencers across Canada received a package loaded with products from the three brands. We planned for each province’s school calendar for March Break, to make sure the packages would arrive in time for their week-off.
The Results
The seeding was so successful that we received over 125 shares and over 3,000,000 impressions. As influencers explored the products, they continued sharing as they cooked and tasted the unique flavours of the campaign. Many shared videos cooking with their kids and exploring the site.
In a few weeks, we received nearly 5000 entries to our contest, and 25,000 visits to the campaign website.