Godiva’s Micro-Influencer Program Powers a Confection of Content, Conversation & Commerce

C A S E S T U D y

E X E C U T I V E S U M M A R Y

Faced with a proliferation of Digital channels and dynamic complexities of Influencer Marketing & Relations, how does Godiva, among the world’s leading luxury chocolatiers, efficiently meet the ongoing demand for high quality brand content during not one – but three key seasonal campaigns?

Godiva worked with Mavrck to implement a micro-influencer strategy led by a select community of #GodivaInsiders, who created and captured moments of joy & delight around seasonal Godiva products in the weeks leading up to the Holidays, Valentine’s Day, and Easter. In doing so, Godiva not only appealed to the complex emotions and tastes of today’s modern consumers across key brand touchpoints, but transcended the feed to drive incremental brand engagement, ecommerce conversions, and content efficiencies.

Increase Godiva brand awareness, traffic, and sales through high-quality influencer generated content during three seasonal campaigns: Holiday 2016: ‘The Box That Keeps Giving’; Valentine’s Day 2016: ‘Give Love, Give Godiva’; and Easter 2017 ‘Godiva Spring’.

g o a l s

C H A L L E N G E S

To meet the content demands of today’s fast-paced social landscape, Godiva needed to develop an efficient, authentic influencer-generated content strategy during key holiday seasons that delivered incremental value and sales.

# G o d i v a I N s i d e r P R O G R A M O V E R V I E W

Godiva used the Mavrck platform to identify relevant micro-influencers and engage them across two core use cases:

• Activate Micro-influencers to create and share original branded content on their own Instagram feeds.

• Amplify and scale by repurposing Micro-influencer generated content across brand-owned social media accounts and e-commerce destinations.

R e s u l t s

R e t u r n - o n - i n f l u e n c e

In achieving greater incremental revenue and content efficiencies with Mavrck, Godiva decided to implement an ’always on’ #GodivaInsiders program, activating micro-influencers monthly to create authentic brand content around core and seasonal products.

MICRO-INFLUENCER ACTIVATIONS

MORE COST EFFECTIVE, MICRO- VS. MACRO-INFLUENCER ACTIVATION

360

18X

ENGAGEMENTS ON MICRO-INFLUENCER POSTS

158,534

43%INCREASE IN ORGANIC BRAND ENGAGEMENT ON INSTAGRAM