Packaged Snack Bar Brand

The Objective

Standing out from the competition

The brand team at a well-known consumer-packaged snack bar brand, in a crowded category, had three challenges:

1. Drive brand & product awareness: This brand needed to stand out in a crowded snack category and to drive top-of-mind awareness on the shelf. They also needed to drive awareness of a new guilt-free snack.
2. Communicate brand messages: To differentiate their product, they needed to communicate their main brand message and the nutritional benefits of the product in an authentic way that the consumer could relate to.
3. Evergreen content to repurpose: The team also needed brand-quality evergreen content with full usage rights to repurpose on other marketing and social channels when the global pandemic prevented other means of brand content creation, such as photo and video shoots.

The Solution

Micro-influencer content at scale

Finding the right influencers

To drive mass awareness at an efficient cost, as well as reach new audiences, the Later team approached the campaign with scale and efficiency in mind. 

Using Later’s advanced, all-in-one influencer marketing platform, the brand identified and recruited more than 800 US-based lifestyle micro-influencers, primarily on Instagram and TikTok, focusing on women and moms between 25 and 40 years of age.

The influencers were activated on an always-on monthly basis, with top performers being rewarded with ongoing assignments and a higher incentive amount.

How the campaign worked

Through the platform’s easy-to-use messaging templates and ability to communicate at scale, the accepted influencers were asked to share how this guilt-free snack fit into their daily life for “me time” as well as weave in the nutritional facts. The influencers were given priority messages and asked to be authentic and genuine in how the product fits into their life.

The team also made sure to recruit influencers of all walks of life and backgrounds, to ensure the influencer campaign was inclusive, diverse and representative of the diverse consumer.

To reach a different audience, the brand also conducted a test-and-learn campaign on TikTok, activating 7 TikTok influencers.

The Results

Quality content & remarkable performance

824

Influencers

3,224

Posts Shared

14%

Average Engagement Rate

$0.16

Cost per Engagement

The scale and reach achieved, while maintaining cost efficiencies, was impressive. To drive mass awareness at an efficient cost: 

Key results from the campaign include:

• A total of 824 influencers were activated, posting more than 3,224 posts, achieving an engagement rate of more than 14%, and a cost per engagement (CPE) of $0.16, far surpassing industry engagement benchmarks.
• The 10 top-performing influencers, who were rewarded with extra content assignments, achieved a 15.62% engagement rate and a $0.19 cost per engagement (CPE).
• The TikTok test and learn campaign was the most efficient and also had the highest engagement rate (20.5%), garnering 150,8017 engagements with a $5.43 CPM and a $0.03 CPE.

Moreover, the brand now has a library of more than 3,000 high-quality images and videos with usage rights in perpetuity, that they can repurpose on their owned social and digital channels.