My role: I was the Ferrara Marketing lead who championed this influencer campaign, working closely with internal teammates (Ferrara Content Team) and creative partners, Linqia, to successfully execute.
I was responsible for ensuring the content strategy was aligned with brand positioning and objectives, as well as crafting a strong brief for our creative agency. I was also a key decision maker in reviewing and providing feedback on creative concepts and videos.
WHAT:
The campaign objective was to raise awareness for Black Forest Gummy Bears by having influencers share why Black Forest Gummies are their go-to treat.
The key insight: when searching for a snack, you don’t want to have to choose between what tastes good and what is good for you. We asked influencers to share why Black Forest Gummies are their go-to snack/treat by incorporating key Reasons To Believe and depicting an elevated consumption experience.
HOW:
Black Forest worked with 5 influencers, who created 22 pieces of content total.
The content reinforced Black Forest’s brand positioning as a great tasting, juicy gummy bear. The influencers spoke authentically to our target Black Forest consumer, millennial women who have premium hobbies like hot yoga and brunching with friends.
Here are a few posts that are representative of the campaign!
IMPACT:
The exact stats/results of this campaign are confidential. However, the campaign provided a considerable brand lift and consumer feedback was overwhelmingly positive.
Influencer’s audiences expressed their love of Black Forest Gummies, particularly calling out their brand loyalty and desire to make an impulse purchase THAT DAY after seeing the content!