Food is a necessity for survival and a vital component of socialization. Yet with heavy competition in the industry, offering overwhelming product options, marketers cannot just bet on quality. They have to keep up with the evolving digital landscape and come up with new creative ways to stand out, boost sales and increase customer loyalty.
GOODFOODS, a US-based producer of guacamole, snack dips, salad dressings, and juices, has recognized the power of social media and jumped on the influencer marketing bandwagon with a successful campaign in 2017. Let’s take a look at their recipe for success!
Sixty influencers cooking up content
Influencer marketing efforts aren’t always tied to promoting one product or service. GOODFOODS was looking to raise general brand awareness and drive sales. With this aim, the company turned to a dedicated agency to connect it with its ideal influencer match. A total of 60 influencers from food, lifestyle, home and parenting niches were picked. They created more than 2,000 pieces of original content, including stories, recipes, helpful tips on healthy snacking and party planning ideas, photos and videos – all featuring GOODFOODS’ products.
The collaborations included those with Life Currents, which posted a GOODFOODS Guacamole Shrimp Appetizer recipe, and West via Midwest, which showed readers how to prepare Healthy White Bean Tortilla Pizza using the company’s chunky guacamole. The two blogs are very popular, with thousands of readers and social media followers.
The campaign was divided into three flights, following three key moments in the American calendar year: Game Days (the baseball season), Thanksgiving, and Christmas and Hanukkah. During game days, food, lifestyle, and family influencers were mobilized to share recipes for finger foods using GOODFOODS guacamole and dips. For Thanksgiving, influencers posted tips on how to reinvigorate their traditional November feasts using the brand’s products. Focused on Christmas and Hanukkah, the campaign’s final flight highlighted GOODFOODS as part of their holiday meals preparation.
Each post created during the campaign linked to the GOODFOODS landing page where visitors were able to find local retailers carrying the products. In addition, to amplify the campaign’s reach, this library of repurposable content was later used for native advertising, paid social advertising, and organically on GOODFOODS’ social accounts.
According to Linqia, the campaign generated 42.2 million potential impressions and 70,450 online engagements. The original program generated a 34% conversation rate, while the republished content delivered a conversion rate of 44.5%.
The created content also drove almost 22,000 people to the GOODFOODS website, 25% of whom used the store locator to find where to purchase GOODFOODS products.
Dipping into the benefits of blog content
While GOODFOODS used a cross-channel influencer marketing strategy, the blog content was the main pillar of the campaign.
Blog content is one of the most rewarding collaboration methods in the influencer marketing space. With new publications constantly pushing old content down the feed and out of users’ reach, the lifespan of social media posts is typically just a couple of days, if not hours. On the other hand, blog content can be viewed and shared far beyond the publication date, and once archived it can easily be found again.
Blog content is often viewed as more genuine and authentic. Unrestricted by word and character limits, blog content also allows for a longer text and stronger call-to-action, so readers can get a much better feel for the brand and form a personal connection with it.
Blog posts can drive legitimate traffic to the company’s website from an audience that is in its target market. They can also easily be tracked to measure sales, leads, referrals, conversions and return on investment (ROI).
The added advantage of blog content is that it offers brands SEO (search engine optimization) benefits. Being indexable on search engines, blog posts can improve a company’s backlink profile so it ranks higher for the keywords associated with the relative business. Thus, it provides a mix of owned content and influencer- and user-generated content to pop up as the top results.
Overall, GOODFOODS’ influencer marketing campaign was a success and has good lessons for marketers, brands, and influencers aiming to recreate this success in their own online marketing efforts.