Influencer Hunting for Pekis
How we conquered young foodies through influencers
For a brand, impacting consumers in a digital environment is a matter of segmentation and budget. However, being relevant to them is another story.
La Piara needed to introduce a new product to the market, Pekis. This taco filling had it all: a nice package, delicious flavors, and, moreover, it was easy to prepare. It was the ideal product for young and busy foodies. However, their potential consumers still didn't know about it...
The brand needed to make an impact on social networks with an innovative digital strategy that would allow them to optimize their budget to the fullest. And to achieve this, we designed a campaign of influencer hunting for them.
Instead of investing all their budget in a couple of high-profile profiles, we would select niche influencers that would allow them to achieve significant volume without exceeding the budget.
The methodology of "Influencer Hunting" follows five key steps. First, the target audience of the product or service is clearly defined. Then, relevant profiles are selected based on communication objectives, type of content, and reach, through Social Media Listening. In the third phase, influencers are segmented into relevant categories, considering their affinity with the brand and their level of engagement. Subsequently, contact is established with influencers initially through social networks and then by email to formalize the collaboration proposal. Finally, selected influencers are encouraged to generate authentic content that integrates the product naturally into their daily activities, highlighting its distinctive features.
For this digital marketing campaign, we carefully selected 150 influencers aligned with Pekis' values and managed the interaction with each of the finalists. In this way, we got them to present the brand to their communities in exchange for trying out this new product firsthand without generating additional costs.
Thanks to this meticulous selection, we achieved impressive results: Almost 5 and a half million users reached, 70 impacts with no direct costs to the brand, and the involvement of 1 out of every 3 connected influencers. A resounding success.
This approach not only increased Pekis' visibility but also created an authentic and trustworthy association with the product.
