In order to kickstart social media awareness and re-establish customer engagement on major social channels like Instagram, Essenza conceptualized and managed a 30-day food blogger program with eight influencers who had a combined reach of 239,000. Not only did the bloggers create original recipes during the challenge, but they also shared these recipes on their blog and social channels, as well as offered a product bundle as a giveaway to help bolster their own readerships.
We capped the campaign with a one-hour Twitter party in which we organized a giveaway every 5 minutes, enabling us to garner over 4 million impressions for the client. Overall, the 30-day influencer marketing campaign results in 79% increase in Instagram followers, doubling of our Instagram engagement, 120% increase in Facebook engagement, 146% increase in average Facebook post reach, 59% increase in Twitter mentions, and 149% increase in organic Twitter impressions.
We came on board with a therapeutic skin care company, in 2014 when the company was a year old. At that point they had not received any press coverage nor did they have social media presence. Also, a limited budget did not allow for robust campaigns. For the first two years, we focused primarily on well-vetted bloggers who exchanged reviews for product sampling, and received sizeable recognition among skin care and beauty bloggers. We eventually won the client over to begin building a presence on FaceBook, Twitter, and Instagram. Over time, we boosted engagement exponentially, primarily through sampling, a Twitter party, and focused outreach to key regions where demo programs were in play, such as SoCal Whole Foods Market.
We were tapped to help launch a new brand using “integrated” methods: helping garner buzz for the brand using a blend of online content directed to a target audience, plus “paid” engagement from top bloggers in the client’s space. These bloggers also had strong presence on Facebook, Twitter and Instagram, and we were able to leverage millions of positive impressions of “brand love” across numerous platforms, simply by featuring the client’s product in relevant “usage” scenarios. The engagement numbers - the “shares” and comments as opposed to simply “likes” increased exponentially, helping drive sales in a key region for the brand.
Strategic Planning to build a targeted program tailored specifically to meet a company’s communications needs
Messaging and Press material development
State of the art media database
Targeted media outreach to generate branded publicity
Media spokesperson campaigns
Strategic social media support or platform management
to augment an ongoing communications campaign
Extensive targeted blogger campaigns
Facebook, Twitter, Instagram and Pinterest campaigns
Regional and national campaigns
Marketing program analysis
Internal communications counsel
Target market development
Web site copy
Special Event Planning – regional and national
Counsel on paid media
Web site development
Trade show support
On-site or remote PR support at industry shows
Trade show booth, collateral and marketing material development