Klient: Maretti Bruschette
Sector: Gastronomy
Campaign: Social media - Instagram, TikTok, Influencer marketing
Cooperation period: October to December 2023
Campaign name:
How we used an influencer campaign to increase awareness of Maretti Bruschette by 86%
The main goals of the project were to introduce the brand to Czech consumers, increase brand awareness and secure follow-up sales. To revive the brand after several years on the market without an online marketing strategy, we prepared an eight-week campaign with influencers on Instagram and TikTok.
The campaign ran from 9 October to 3 December 2023. We designed a creative concept for the brand that each influencer then customized to make the outputs as authentic as possible.
By setting up the right communication method and choosing the right influencers to communicate the campaign idea, we succeeded in increasing brand awareness by 86% over three months, and also caught the market leader in the saturated chips and crisps category.
The project goal was to bring Maretti Bruschette and their iconic ‘two sides of taste’ to the forefront of attention. We first analysed the target group and then, considering the budget, decided to direct the campaign towards both Instagram and TikTok, where the target group is found. In the campaign, we relied on a combination of reach and post-engagement targeting (80:20 ratio) to ensure sufficient fan engagement through interactions and spread the costs to achieve the highest possible reach and impressions. In terms of creatives, we incorporated in-house production and authentic content, competition posts, and connecting the brand with fans at events with an ambassador to activate CS.
Quick increase in brand awareness on the Czech market
Maximum effectiveness - price vs. reach
Securing a position among the TOP chips and crisps brands - from one third to half of Share of Search.
Maretti Bruschette's target group is women and men aged 18 to 44. They mostly live in cities and have average-to-high disposable income. These are mainly young active adults who are concerned about their work-life balance, shop online and use modern services. Our goal was to gain 1.7 million impressions across IG and TT. We actually achieved 4.66 million impressions. Of which 2.1 million on TikTok and 2.57 million on Instagram. This was thus 274.1% of this KPI. The success was thanks good content that reduced the overall CPM.
Maretti Bruschette has only run a few TV spots in its time on the market.
Their online marketing was kept to a minimum, with only a single Instagram profile for the whole of Europe.
In a relatively short period of time (eight weeks), we had to choose an effective route and the right communication channels to best reach the target group. After our analysis, we decided to use Instagram and TikTok and bet on a viral and playful concept.
We started from a position in which the Maretti Bruschette brand was not as well known as the category leader.
The primary metric we tracked was Share of Search on Google before and after the campaign. The MB brand had three times less Share of Search. Our goal was to use the campaign to get as close as possible to the leader.
We built the campaign around the main product characteristic with the idea that "there are only two types of people in the world": the first are night owls and the second are early birds. We changed the video setup every time they put a different side of the bruschetta on their tongue.
To achieve virality, we opted for trending formats such as bruschetta ASMR, and tied in seasonality through tips for an autumn picnic and Halloween recipe.
To make the campaign cohesive and make it possible to easily track the reach and content created by users, we created the #dvestranychuti community hashtag.
As we aspired to go viral and the influencer content had to be authentic, incorporating TikTok videos and Instagram Reels into the campaign strategy was key to reaching the target audience.
We used static IG posts to communicate the Maretti Bruschette box competition throughout the month, and beyond organic dissemination supported them with boosts focused on Post Engagement. We supplemented the outputs with stories that served as ongoing reminders of the campaign to ensure it stayed in the mind, and also to interact with followers.
For each influencer, we prepared a personalised insta-friendly package with products in three best-selling flavours. Upon opening the rustic box, the influencer was treated to a sensory experience with the smell of fresh herbs, reminiscent of a visit to a local farmers' market.
This was all done to establish a relationship with the influencer and give them the product in a form they could communicate.
The main measure of success was the target group reach in the online space where the campaign was communicated. On TikTok and Instagram, we achieved 4.66 million impressions during the eight weeks of communication.
By choosing the right influencers, having a content strategy built on entertainment and support boosting, together with Maretti Bruschette we succeeded in catching the category leader in the crowded chips and crisps market - from one third to half of Share of Search.
For the period of 10/2023 to 12/2023, we engaged 11 influencers who collectively published 19 Reels, TikToks and posts. To this were added 14 sets of stories.
TikTok impressions = 2,1 million.
Instagram impressions = 2,57 million.
Thus 274.1 % of this KPI.
Increase in brand awareness over three months = +86%
Increase in brand awareness year on year = + 138 %
We measured the results using Instagram metrics and awareness through Google Share of Search.
