b nation - Summer Campaign for Shape - bicom
Shape

b nation – Summer Campaign for Shape

July 2021
2.8M
Impressions
4.4K
Interactions
1005
Mentions
200
Nanos

Opportunity

Shape tapped bicom to work with 200 Québec nano influencers, with the goal of raising awareness around their new hard seltzer.

bicom strategically divided the campaign into 2 outreach waves:

  • 50-person VIP group: In exchange for a premium package, these nano-influencers posted between May 22 and 24, setting the campaign tone and amassing new followers for Shape’s Instagram page
  • 150-person general group: In exchange for a box of 6 Shape hard seltzers, these nano-influencers posted between May 31 and June 27

Ultimately, the campaign’s primary intent was to create brand buzz and re-sharable user generated content.

Objectives

The b nation campaign had 3 objectives and 2 KPIs:

  • Introduce the Shape brand to Québec consumers
  • Grow the Shape community by positioning their new drink as “the beverage of the summer”
  • Reinforce the brand messaging with the target audience
  • Secure 2.2M impressions and 200 nano influencer partners (50 VIPs, 150 general)

Results

Curating a campaign targeting so many brand-aligned nano influencers was a gamble; however, bicom rose to the occasion and worked ovetime to recruit the best possible partners.

When the campaign wrapped, the KPIs had been successfully exceeded with:

  • 200 participants
  • 2.8M impressions
  • 42K interactions : 38,172 likes + 3,869 comments
  • 1,005 mentions : 316 Instagram Posts, 661 Instagram Stories, 28 Instagram Reels
  • KPIs exceeded by 126%