11 min read
| May 30, 2018
Just a few months ago, Sou Tea, a new and totally natural healthy drink, made its debut on the market.
Alongside their official launch, the brand decided to execute an Influencer Marketing campaign to really make an impact on their target audience (men and women between 18 and 35 years old). We’re here to tell you what strategies they used to make themselves known.
What were their main objectives? To raise brand awareness, reinforce @SouTeaOficial’s identity online and increase visibility.
INFLUENCERS
Five influencers, each with a unique and diverse profile, were selected for this particular campaign. However, they all had one thing in common: they all promote a healthy lifestyle.
At a glance, five influencers may seem like very few for an influencer marketing campaign, but it’s important to point out that each one has a high Social Reach of over 200k followers. Furthermore, their profiles are well aligned with Sou Tea’s brand image and values; they all promote healthy diets, regularly post their exercise regimes and are very natural profiles.
Edurne
Previously a contestant on Operación Triunfo, Edurne went on to participate in other reality TV shows and has an active Instagram account. As well as collaborating with other brands to promote health products, she’s a very authentic person and natural in every sense of the word.
Patry Jordán
The star of Secretos de chicas and Gym Virtual has a high number of followers thanks to her presence on Youtube. She’s been able to successfully establish herself as someone dedicated to self-care and a healthy lifestyle. Her most successful videos are those in which she shares her fitness regime, as well as dietary and nutrition advice.
Laura López
Perhaps the more diverse profile used in this campaign, posting unique content, pictures of food and healthy recipes.
Ester Cuni
A profile which transmits a sense of peace and takes us to unique locations through photos of serene landscapes and a series of filters. She has previously collaborated with other brands to promote food products.
Marco Hernández
A photographer well known for his pictures of landscapes, nature and food. His posts transmit a sense of harmony.
PUBLICATIONS
The publications all have a similar format: a photo of the product with a short explanation its characteristics to the target audience. Each influencer published one post.
The most successful post was that of @edurnity
With a 5% engagement rate and more than 40K interactions, the singer managed to catch her audience’s eye and encourage a positive response, thanks to the ease with which she was able to explain the product’s characteristics.
DATA ANALYSIS
The campaign managed to reach both men and women between 25 – 34 years of age in Spain and primarily in Madrid.
Let’s take a look at the KPI’s:
The 5 posts published by Influencers collectively reached a total of 2.4M people, generated 83.3K interactions and the campaign had a total engagement rate of 3.52%.
Do you dare to launch an influencer marketing campaign?
