Opportunity
The primary objective was to introduce the kefir into the Maison Riviera’s Vegan Delight collection, and create prouduct buzz through influencer and media relations.
Actions
To execute the campaign, bicom developed a 3-pronged approach:
Paid partnerships with two micro-influencers, commissioned to create smoothie bowl recipes using the new product
Organic influencer marketing campaign, sending out creative mailers encouraging Montréal and Toronto recipients to create their own smoothie bowls
Targeted media outreach to 15 top tier traditional media outlets
Results
The campaign generated:
9 million+ total traditional and social media impressions
994,013 impressions from paid partnerships
60% participation rate among organic influencers
217 organic social media shares
Traditional media coverage in top tier outlets including Metro Québec
