Our longtime partners at Galbani Cheese were looking to amplify their seasonal Fresh Mozzarella campaign in the summer of 2020 by expanding their traditional reach and diversifying their content. So we tapped our influencer marketing team to research social media foodies whose audiences matched the target for the campaign (female heads of household 35-50 along the East and West coasts of the U.S.). And while audience reach was certainly important, we also wanted to make sure we were working with these influencers to create beautiful, innovative content that we could use on Galbani’s social media platforms.
We worked with each influencer on timing, messaging, creative direction, and product relevance for their style and audience, getting approval from the client before anything went live. We wanted to make sure the content was on-brand for Galbani, while also assuring that the posts were unique and different enough from each other to give the client variety to choose from when selecting what would run on their own brand channels.
In partnering with 21 influencers over four months, the campaign yielded 158 posts across Instagram, Instagram Stories, Facebook, and Pinterest, 3.7 million impressions, 12,000 engagements, and a 28% return on investment. Most importantly, Galbani had access to a host of new creative for their Instagram, Facebook, and Pinterest accounts.
Via @mawnie.eats: https://www.instagram.com/p/CEMXgSjlg5d/
Via @bellyfull: https://www.instagram.com/p/CEomg6ajQ0t/
Via @taylorgolub: https://www.instagram.com/p/CD1W3vYlaIZ/
Via @chocolateandcheeseplease: https://www.instagram.com/p/CCvx63HlL7j/
Via @domestikatesblog: https://www.instagram.com/p/CBVu0NMFWk0/
Via @jawnsicooked: https://www.instagram.com/p/CCYjsCcFVzP/
Via @charlotte_fashion_plate: https://www.instagram.com/p/CC_eh46FTr_/