Working with

influencers

Case Study

Presented By Hilary Hughes International Marketing Manager Lily O’Briens

THE BACKGROUND Lily O’Briens wanted to launch

a new range of impulse

chocolate bars to market.

THE OBJECTIVE Raise awareness of the new

launch.

Showcase the foodie credentials

of the recipes.

THE APPROACH Host a chocolate masterclass to

launch the bars to media and

influencers with Mary Ann

supported by a key influencer

who would support launch

objectives.

CAMPAIGN

OBJECTIVE

BRAND

VALUES AND

IMAGE

AUTHENTIC

BRAND FIT

CHOSING AN INFLUENCER

THE BACKGROUND Lily O’Briens wanted to launch

a new range of impulse

chocolate bars to market.

THE OBJECTIVE Raise awareness of the new

launch.

Showcase the foodie credentials

of the recipes.

THE APPROACH Host a chocolate masterclass to

launch the bars to media and

influencers with Mary Ann

supported by a key influencer

who would support launch

objectives.

CLODAGH MCKENNA

Renowned Irish chef with strong foodie credentialsMedia friendly, nationwide reachRising profile overseas with new US cookery showsFit with the brand – friendly, approachable, warm, female Added value offering Bespoke recipes Experience in TV presenting

RECIPE

DEVPT

PHOTO

CALL

MEDIA

INTERVIEW

MASTER

CLASS

SOCIAL

MEDIA

THE ACTIVITY

THE LEARNINGS Working with an influencer can

definitely be worthwhile,

providing the fit is right and the

link is authentic.

In this case the impact was:

Increased media coverage

Increased social media reach

High quality event attendance

Positive Feedback

Excellent Content creation

Jeanne Sutton – Stellar Jo Linehan – Irish Times / Cara

Leslie Ann Horgan – Irish Independent Weekend

Lauren Arthurs – blogger Laura Holland – Her.ie Ailbhe Jordan - Irish Mirror

Louise Cooney – blogger

James Kavanagh – influencer Orlaith Kane & Dominique McMullan – Irish Times

Clodah Mckenna – Chef Mary Ann O’Brien

THE RESULTS

Generated 24 pieces of coverage over the course of the launch campaign

Achieved strong event and profiling coverage

Coverage achieved in key publications including Irish Independent, Irish Times, Sunday Business Post, Food & Wine, IMAGE, Her.ie, RSVP, The Herald etc.

Broadcast coverage on UTV’s The Pulse

Strong social media engagement with the event trending on the night

THE RESULTS – Social Media Coverage

THE RESULTS – Media Coverage

THE RESULTS – Profile Media Coverage

DO DIFFERENTLY

Long term Collaboration over ‘launch’. If we were to go back, we would look at extending the relationship into more of an ongoing collaboration.

Consumer interaction with influencer and brand

The fit worked extremely well and we feel in retrospect there could’ve been more avenues explored if budget allowed in terms of offering a consumer element with a series of masterclass workshops with Clodagh and Mary Ann.

Content Creation for use across all social channels

Think long term about how to creatively use content from the partnership to raise awareness and engagement over a longer period. E.g Video series with Clodagh creating her LOB recipes for use on social and web etc.

Start with your campaign Objective What are you trying to achieve Who are you trying to reach ? What do they care about ? Then figure out how you will best reach this group Establish your idea and then evaluate which influencer fits within that concept Needs to be an authentic fit

ADVICE

THANK YOU

Presented By Hilary Hughes International Marketing Manager Lily O’Briens