Long-term partnerships allow influencers to develop authentic content and generate credibility for the brand to their audiences. We selected long-term partners for LGS that aligned with the brand's aesthetic, featured citrus in their recipes, and whose reach would enable us to exceed our goals.
During Q2 2020, long-term partners generated 30M+ impressions (a 22% increase from Q1) from influencer content. Additionally, the influencer content reshared on LGS’ social channels was some of the top-performing content during that same timeframe. Best of all, each recipe/post fully communicated the LGS brand story, in an effort to educate audiences about the brand.
To promote their 2020 citrus season, Summer Citrus from Africa asked that we vet and partner with food influencers to create citrus content that showed the versatility and availability of their products including navels, easy peelers, Cara Caras, Star Rubys, and Midknights.
This season's influencer partnerships generated a total of:
To increase awareness of the Winter Sweetz brand, and to attract and convert qualified contacts during their peak season at the New Year, DMA Solutions coordinated social posts and recipe development via Texas-based influencers who focused on fitness and healthy living content.
In addition to predetermined content, the influencers shared unboxing stories which generated high Instagram impression numbers. Throughout the promotion, we were able to identify those who were willing to create additional content on behalf of Winter Sweetz, making them wonderful partners moving forward.
These 9 influencer partnerships generated:
Your messaging is crucial to getting the content and/or outcome you desire from your influencer partners. We develop Influencer Playbooks that outline brand messaging, photography style examples, and expectations of influencers when they are sharing on behalf of your brand.
Prior to partnering with influencers, we created Influencer Playbooks for Ocean Mist Farms. Not only does this communicate branding and expectations, but it also reduces the number of edits requested, and ultimately reduces agency time spent!
An appropriately timed and all-inclusive Valentine's themed box inspired nine Surprise & Delights recipients to create dishes with celery and radishes. Mailer contents included an apron, platter, food processor, and product.
Snack trays and grazing boards were common uses of the products, indicating this would be a good content theme for Dandy® in the future.
The Relation-Dip Goals mailer generated:
As cooking trends shifted during the COVID-19 pandemic, audiences were looking for produce tips, including how to freeze artichokes!
On behalf of Ocean Mist Farms, we worked with an influencer to create two "how-to" videos guiding viewers through the steps to ensure a longer “shelf” life.
Extended collaborations allow brands and influencers to create a bond, in turn allowing for genuine and authentic content. Duda leverages long-term influencer partners to promote their produce, mainly celery.
Duda partnered with vetted influencers to promote the Dandy® name, and products, to their followers. During the 2019/2020 agreement, Duda's partners generated:
Pure Flavor was looking for content creation first, to supplement their social media imagery and to populate their recipe database on their website. The benefit of partnering with influencers for recipe development is for diverse content from trusted developers, and the added benefit of brand awareness.
The influencer partners:
Instagram takeovers are an event! They do a great job of bolstering a brand’s reputation for both the audience of the influencer, and the audience of the brand. This is an opportunity for the brand to receive additional eyes from those who follow the influencer, and vice versa.
IG takeovers are an authentic way for brands to reach new audiences. When influencers promote IG takeovers, the brand gains instant credibility with this new audience! In addition to ongoing recipe development and social posts, Duda partnered with Casa de Crews to generate IG takeovers to discuss a how-to of her monthly recipes, lengthening the shelf life of the originally created recipe content.
NEW sustainable packaging is one of the many new changes Natural Delights is rolling out! During the month of March we elevated their green packaging, in conjunction with St. Patrick’s Day, by sending “Going Green” mailers to influencers who love Medjool dates and value sustainability!
In addition to Natural Delights products, we sent environmentally friendly, on-trend products: Stasher Bags and Bee’s Wrap.
This mailer generated:
In support of Natural Delights' Game Night promotion, we managed influencer partners who promoted Natural Delights as the perfect go-to snack for bringing people together and making the most of their extra time at home during the pandemic.
Influencers created easy game night recipes for followers to recreate and enjoy. In addition to creating content for the brand to leverage through email marketing and on social media, 4 recipes were generated and shared resulting in:
February 4th is National Medjool Date Day, so during the month of February Natural Delights promoted "Date Night" through a variety of activations, including sending Surprise and Delight mailers to influencers.
Weekly mailers were aligned with the different “Date Night” themes:
We attribute the high level of engagement from our Surprise and Delight recipients to the fact that every influencer chosen had previously engaged with the brand and exhibited an affinity for the product. This generated:
Celery’s main consumer isn’t typically dogs, so this mailer was paws down the best way to celebrate the Dog Days of Summer.
Influencers were excited to receive a promotion related mailer from Duda! Not only did these generate high Instagram impressions, but it also more importantly offered Duda the opportunity to garner brand awareness from new audiences via an alternative “type” of influencer: dogs. The top “performing”/featured mailer items was the set of personalized koozies. This is what we hoped for, we know from previous mailers that personalized items get more shares in stories.
We ensure higher engagement through unique, personalized mailer items. In addition to the koozies, the custom recipe cards were a hit! Influencers shared stories and posts of them making the Dandy® Celery + Peanut Butter Pupsicles and some even shared the recipe, featuring Dandy® branding, with their audiences.
The "Paw-tio Pack" generated 55 placements and 18.7M+ impressions for a CPI of $0.00019.
To celebrate National Celery Month, Duda sent out an interactive mailer that included all the components to make celery juice. The goal was to encourage participation throughout the holiday and elevate Dandy® celery as a perfect juice ingredient!
This mailer garnered high engagement as it arrived the first week most influencers were in quarantine! National Celery Month isn’t a holiday that other brands are leveraging, which is why it was an excellent opportunity for Duda to capitalize and take control of the fresh produce narrative during the month of March.
By utilizing our influencer partnerships to create trending and unique branded content for California Giant Berry Farms, our team is able to pitch the brand to consumer publications as a resource for beautiful and engaging content. As a result of this strategy, our team was able to earn national media coverage in ElleDecor.com for the brand’s Naked Berry Wedding Cake as one of the magazine’s favorite Valentine’s Day desserts. The influencers supporting California Giant Berry Farms are constantly brainstorming new ways to showcase berries and work with us to promote the brand across all digital platforms which in turn, elevates the brand to consumers.
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