Our marketing strategy for Sun Pat was to tap into the love that millions of people across the UK have for the brand and use this to reach thousands more people, on a monthly basis. We started by exploring the simple preferences and nuances of eating peanut butter: Smooth or Crunchy? Toast or crumpet? These simple posts drove huge amounts of engagement (one attracted over 1,600 comments) and helped us to understand our audience.
During the first 6 months and with just a small tactical advertising budget we grew Sun Pat’s social presence to over 17,000 fans across all channels. Crucially, though, we were reaching 250,000 peopleeach month and driving upwards of 20,000 engagements – building relationships with the British public and keeping Sun Pat front of mind.
Over the subsequent 12 months we developed a more sophisticated strategy to target, specifically, mums of active kids and highlighting the qualities of Sun Pat as ‘fuel’ for sporting activities. Alongside our creative content, including images, GIFs, videos and animations, we also developed a focused influencer marketing strategy, partnering with #UKRunChat, @Britmums and Olympic Gold Medal Winner, Adam Rutherford to help drive awareness.
By the end of 2016 Sun Pat’s social media presence was both the fastest growing and most engaged of all the peanut butter brands in the UK – and one of the most actively engaged of any FMCG brand.
What are the best campaign objectives for an FMCG influencer marketing initiative?
Influencer marketing is an effective way of putting your FMCG brand front of mind on social media, encouraging brand recognition and aligning your brand to attainable, lifestyle-based product placement posts by influencers with an engaged audience.
The key objectives of the brand’s influencer marketing activity were to drive mass awareness of the brand, highlight the connection of the Moccona jar to personal indulgence, build inspiration for the up cycling theme and drive traffic to @mocconacoffee, #MocconaJar and #UpCycling.
Reach out to find out some more of our case studies with many FMCG brands like Moccona, Tip Top, Arnott’s, Nestlé, Schweppes, Unilever and Häagen-Dazs >
Where can I find FMCG Influencers and Content Creators?
The campaign for the Australian supermarket favourite FMCG brand Moccona included 17 different Vamp content creators.
Rather than engaging specific FMCG influencers who feature a large number of FMCG products, Vamp’s approach is to recruit high quality influencers with an attainable lifestyle.
In this campaign we had male and female, lifestyle, foodie, family, fashion and beauty influencers. The campaign resonated really well with their followers, achieving a 3.5% average engagement rate to a combined reach of over 400k.
Should I include branding or not include branding in my FMCG influencer marketing posts?
That is a question that many FMCG marketers face. On the one hand, including product packaging in the advertising content is very important for brand recognition.
You want your customers to easily recognise the product as soon as they walk into the supermarket. It gives them a natural affinity with the brand if they have seen it many times before.
On the other hand, for such a visually beautiful channel, photogenic packaging that suits the aesthetic of the influencer is key to the success of the content.
Moccona opted to give influencers the choice on whether or not to include the packaging in the shot. This approach was less product centric and more an artistic project which created positive brand sentiment.
From our experience, the more creative freedom the influencers are given, the more incredible the content.
You can read some of the latest stats from Instagram on the food and beverage industry here >