Opportunity

For Spring/Summer 2019, Metro Québec wanted to champion their local products through partnerships with content and recipe creators.

The objectives:

• Create reach through a “local love” influencer marketing campaign;
• Build buzz through contesting;
• Secure the largest seasonal share of voice on social media;
• Ensure quality, repurposable UGC (user generated content) for Metro to cross pollinate on their own digital platforms (social networks, website, newsletters…).

Actions

• Influencers were invited to promote made in Canada and made in Québec products by highlighting how the products fit into their summer lifestyle;
• bicom activated 7 Québécois influencers to create content and host contesting. The content was then shared on Metro’s digital platforms;
• Each creator created more content than originally outlined because the campaign resonated so strongly with them and their audiences.

Results

• 17 Instagram posts, 48 stories and 7 contests on the influencer’s account;
• 2.1 millions impressions on social media (+171% based off the original KPI);
• 17.8K impressions;
• 7.11% engagement rate (1-4% industry average).