Campaign Activation: Launch with Impact (Bloggers Brunch)
If you’re thinking ‘there has to be a better way to get fast, impactful results with influencers’ – you’re right, there is. This is an example of how our ‘Launch with Impact: Bloggers Brunch’ delivers powerful relationships that lead to advocacy.
Vetta Pasta had were initially hesitant about participating in Australia’s Premier Influencer Marketing Event (the Bloggers Brunch™) and not really sure if this event would get their message heard, understood, and extensively promoted by influencers, genuinely interested in them.
Like many other brands, they’d already tried influencer outreach on their own which didn’t work, via a DIY online platform.
This is what Vetta said:
“It was a very time-consuming process. YOU have to conduct a search, create a shortlist, do your due diligence, try ensure their profile resonates with your brand. In cases: Influences didn’t follow the brief. Content wasn’t in line with our message.”
When influencers aren’t the best fit, and don’t genuinely relate to the core message, the style of content and engagement lacks impact and simply can’t be amplified.
Vetta wanted to try again, this time using Mumpower experts to drive the process to success.
With our pre-event training, we worked with Vetta to craft the execution of the brand message to maximise cut-through, heighten engagement and drive Mum advocacy, critical to converting a sale.
Then we started screening and educating influencers, even before the event.
We’d set up 95 meetings for Vetta with influencers (who access 3.1 Million Mums) keen to engage.
At the event, we rolled out a 2-way educational experience for Vetta to inspire influencers; While trialling the pasta of course.
No middle man. No carefully crafted DM or email. Just Vetta representatives, who know the brand better than anyone. And well-connected influencers, attending on behalf of Mums of Australia.
Vetta soon realised that this was more than your standard influencer outreach campaign:
“It’s so valuable because influencers have already been screened. Then they get to meet us to try the product. We get to assess if we’re a great fit for them and if they’re great for us. It’s WIN WIN”
Influencers said ‘we see the brand in supermarkets but we don’t know the story behind the brand and the product benefits’. This is a unique opportunity FOR US to raise awareness and tell our brand story. Then – we’ll interact with their followers. The Bloggers Brunch has been extremely beneficial for our brand.” Vetta spokesperson
We amplified the outcomes for Vetta via a multi-platform delivery model merging the power and reach of online, with the power and engagement of offline.
In 4 hours, Vetta exceeded their goals and kicked off a long term campaign, saving months of work and $$$ along the way.
No mistakes. No missed opportunities.
Within 24 hours, 58 pieces of content produced, via 20 pieces of emotive, relevant, personalised content shared online, and 38 influencers submitting credible testimonials Vetta can reshare.
Plus, a further 20 collabs are in the pipeline for the coming weeks with a panel of approved and pre-validated influencers who now know, like and trust the brand.
Why do 90% of brands who’ve participated smash their goals and book again? Because:
• People are 34 times more likely to respond to your message when delivered in person.
• What triggers Mums to buy your product is 50% online touchpoints and 50% offline.
• Mums value reviews and other Mums’ recommendations more than anything.
• Showing/trialling your brand in person heightens advocacy and converts sales.