The Brand – Only Good Food

This is the third episode in our series of Case Studies and it is once again based on a fictional situation.

Our latest brand is a food distribution & manufacturing company ‘Only Good Food’.

Only Good Food distribute and manufacture food items. They are therefore an FMCG company. They want to revive awareness to one of the brands that they distribute, a greek yoghurt brand. They have represented this brand for a couple of years now.  The brand has had a logo re-design and packaging re-design.

By driving new awareness to the brand, they believe they will remind older customers of the goodness of the products and educate newer audiences as to the goodness and quality that comes with the brand.  Highlighting the newly designed packaging is also important as it gives the brand a ‘cool’ image which is needed to operate in the highly competitive greek yoghurt market.

Through Infiltrend, ‘Only Good Food’ is able to work on a campaign and select talented influencers who work within the food space.

The Brand – Only Good Food

We have a range of different brands and products that we distribute to our stockists. We also manufacture our own ranges too.

Influencer marketing is quite new to us but we need to tap into new audiences and we need to have more genuine conversations with our current customers. Through Infiltrend, we use one platform & one login to access different influencers and thus different audiences. We do this all in the comfort of our own office. Although our customers follow us on social media they rarely listen, we want to try influencer marketing because they do actually choose to listen to bloggers.

The aim of this campaign is to gain brand awareness for a brand we represent, a Greek yoghurt brand. Our sales have started to slow down a bit and we also want to highlight the new packaging design.

We will ask the influencers to highlight the new design whilst mentioning that the taste and quality have never changed. If they can use the product in a recipe too we would love to show the functional possibilities that come with the brand.

Campaign Structure

The campaign was set up as a Pay Per Click campaign. Only three influencers have been selected who all have a food aspect to their influence but have different approaches.

The brand would love for the influencers to either use the products in their recipe or incorporate into some images. If the Influencers accept to work on this campaign, Infiltrend will either send them a sample of the products or provide a discount code to use at their local stockists.

The Influencers – how do they plan to share this?

I blog about food. I either just talk about something I have eaten, something I want to eat or buy or something I have made. Greek yoghurt is a big part of my daily food intake so this campaign can certainly fit into my post. I will use the logo & images provided to add to my daily post ‘What I will eat this week’. I will, at this point, link to the website.

I will use the logo & images provided to add to my daily post ‘What I will eat this week’. I will, at this point, link to the website.

I will also write a post dedicated to this product and talk about the new design but also the quality. In the campaign brief, the brand has given us quite a few details about the product. I can definitely write a post.  I will visit my local stockist and use the discount code provided and buy a sample.

Anything I blog about I always share on Facebook. In my content & Facebook, I will embed the link associated with the campaign where necessary to drive conversions.

I will most likely mention this campaign through Facebook & Instagram. I can already envisage using some of the product shots they sent me and highlighting that this product is pretty it would really work with my on the go lifestyle.

I will, therefore, use the images provided to upload to Instagram & Facebook and write a long ‘almost-blog-post’. On Facebook I can leave the link in embedded in the content but on Instagram, the link will remain in my bio for the duration of the campaign. I also use Instagram stories and throughout the week I will mention to my audience to check the ‘link in bio’.

I cook. A lot.

I will be able to incorporate the product in a recipe. I received a sample of the products via Infiltrend before the start of the campaign. I will incorporate it into two dishes and therefore take my own photos. In the photos, I will add the product into the background similar to a flat lay. The packaging is so pretty I will have to highlight it.

I will write up the recipe with a post associated with it and share on my blog, and on all my social media profiles. In this way, it is quite easy to embed the link into text and into the various social media posts I create. Because I have my own photos, I can keep sharing the post throughout the duration of the campaign.