Brought on to board to help promote new product, Barista Mylk, both here in the UK and stateside, our remit focused on raising the awareness of the brand and improving sales.
With ‘veganism’ being such a hot topic in the digital world, particularly social media, Nifty noticed the perfect opportunity to utilise its considerable experience and launch an influencer focused campaign.
After a thorough search through social media platforms, particularly Instagram, Nifty created a list of potential candidates who would be a great for the what the client was looking to achieve.
Working collaboratively with Nurture Brands, Nifty then reached out to, and successfully placed product posts with, a number of high-profile influencers with veganism at the heart of their content. The sheer popularity of these people meant that the campaign in total and a potential reach of more than 2.5m, which drove considerable traffic to the UK and US sites.
In addition to this, and what was a huge benefit to the client, was that each influencer relationship was on a ‘gifted’ basis, no payment was made directly to them and they promoted the branding return for use of the products.
All in all our USA reach out, New York in particular, was well-received, with responses from 20 of 25 contacted. This was largely down to the eye-catching one pager our design team created. This completely simplified our approach to the influencers, as they would receive a smart and slick jpeg as opposed to a big chunk of text which they were unlikely to read. This particular one pager also received key messages that the influencers could refer back to when setting their posts live.
On the UK side, after finding out he was a fan of the brand, Nifty also reached out to famous singer/songwriter, Maverick Sabre, who was more than happy to receive some gifted products in order for some social content, which would appear in front of an audience of more than 200,000.
The influencer campaign overall was a great success, with both websites receiving an increase in traffic directly from the relevant social media channels. It also created relationships that can be utilised well beyond 2021.