{"id":31623,"date":"2023-12-01T10:55:18","date_gmt":"2023-12-01T10:55:18","guid":{"rendered":"https:\/\/www.territory-influence.com\/project\/kampania-influencer-marketingowa-dla-marki-british-heritage\/"},"modified":"2024-10-14T08:58:49","modified_gmt":"2024-10-14T08:58:49","slug":"kampania-influencer-marketingowa-dla-marki-british-heritage","status":"publish","type":"project","link":"https:\/\/www.territory-influence.com\/pl\/project\/kampania-influencer-marketingowa-dla-marki-british-heritage\/","title":{"rendered":"Kampania influencer marketingowa dla marki British Heritage"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”Hero” _builder_version=”4.16″ background_color=”#FF4E00″ background_image=”https:\/\/www.territory-influence.com\/wp-content\/uploads\/2020\/12\/circle-background-pattern.png” custom_padding=”67px|0px|67.1875px|0px|false|false” animation_style=”zoom” animation_intensity_zoom=”4%” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ custom_padding=”|||” animation_style=”slide” animation_direction=”top” animation_intensity_slide=”3%” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.21.0″ text_font=”Roboto|500||on|||||” text_text_color=”#353740″ text_font_size=”16px” custom_margin=”||19px|||” animation_style=”slide” animation_direction=”bottom” locked=”off” global_colors_info=”{}”]<\/p>\n

AKTYWACJA NANO, MIKRO I MAKRO INFLUENCER\u00d3W.<\/p>\n

[\/et_pb_text][et_pb_text module_class=”tt-white” _builder_version=”4.21.0″ text_font=”||||||||” header_font=”Roboto|900||on|||||” header_text_color=”#ffffff” header_font_size=”50px” header_line_height=”1.1em” custom_margin=”|||” animation_style=”fade” header_font_size_last_edited=”off|desktop” locked=”off” global_colors_info=”{}”]<\/p>\n

Case study
<\/tt-underline>BRITISH HERITAGE<\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Case Study Text” _builder_version=”4.16″ custom_margin=”|||” custom_padding=”110px||18px|||” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ _module_preset=”default” custom_padding=”0px|||||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text quote_border_color=”#FF4E00″ _builder_version=”4.21.0″ _module_preset=”default” text_font=”Roboto|500|||||||” text_font_size=”16px” quote_font=”Roboto|300|on||||||” header_font=”Roboto|900|||||||” header_font_size=”45px” header_2_font=”Roboto|900|||||||” header_2_font_size=”30px” global_colors_info=”{}”]<\/p>\n

Na francuskim rynku aktywnie wspierali\u015bmy renomowan\u0105 mark\u0119 British Heritage<\/a>, skupiaj\u0105c si\u0119 na promocji sera Extra Mature AOP Cheddar. Nasza strategiczna wsp\u00f3\u0142praca mia\u0142a na celu istotne zwi\u0119kszenie widoczno\u015bci tego wyj\u0105tkowego produktu zar\u00f3wno w przestrzeni online, jak i offline. G\u0142\u00f3wnym celem kampanii by\u0142o podniesienie \u015bwiadomo\u015bci dotycz\u0105cej unikalnych cech produktu oraz umo\u017cliwienie szerokiemu gronu konsument\u00f3w degustacji, co mia\u0142o przyci\u0105gn\u0105\u0107 nowych odbiorc\u00f3w i generowa\u0107 wi\u0119kszy ruch w sklepach detalicznych.<\/p>\n

Kampania oparta na ekspertyzie i do\u015bwiadczeniu z produktami<\/h2>\n

W odpowiedzi na wyzwania stoj\u0105ce przed mark\u0105, zdecydowali\u015bmy si\u0119 zrealizowa\u0107 starannie przemy\u015blan\u0105 kampani\u0119 influencer marketingow\u0105, koncentruj\u0105c si\u0119 na wzmocnieniu rozpoznawalno\u015bci marki w\u015br\u00f3d francuskich gospodarstw domowych.<\/p>\n

W pierwszym etapie skoncentrowali\u015bmy si\u0119 na doborze 1,500 influencer\u00f3w z naszej spo\u0142eczno\u015bci konsument\u00f3w TRND<\/a>. Ci starannie wybrani influencerzy, w wieku od 25 do 50 lat, podzielali pasj\u0119 do sera i kultury angielskiej, regularnie dokonywali zakup\u00f3w w hipermarketach i supermarketach, oraz aktywnie uczestniczyli w mediach spo\u0142eczno\u015bciowych.<\/p>\n

Realizacja kampanii obejmowa\u0142a trzy misje, kt\u00f3re oferowa\u0142y influencerom mo\u017cliwo\u015b\u0107 degustacji sera w r\u00f3\u017cnorodny spos\u00f3b. Pierwsza misja, zatytu\u0142owana ,,Rock The Cheddar”, polega\u0142a na zaproszeniu przyjaci\u00f3\u0142 na pocz\u0119stunek, podczas kt\u00f3rego zaproszeni go\u015bcie mieli okazj\u0119 degustowa\u0107 ser w najczystszej postaci, w towarzystwie muzyki. Druga misja, ,,Cheddar in Every Flavor”, obejmowa\u0142a propozycj\u0119 dw\u00f3ch przepis\u00f3w do przygotowania z produktem: tosty z ananasem i serem cheddar oraz gratin z szynk\u0105 i serem cheddar. Na zako\u0144czenie, w ramach trzeciej misji, ,,The Iconic Cheese of England”, uczestnicy mieli za zadanie przedstawi\u0107 produkt w apetyczny spos\u00f3b, jednocze\u015bnie wkomponowuj\u0105c element lub akcesorium nawi\u0105zuj\u0105ce do Anglii.<\/p>\n

Dodatkowo, podj\u0119li\u015bmy decyzj\u0119 o wsp\u00f3\u0142pracy z dwoma p\u0142atnymi makro influencerami, @whoogys<\/a> i @chezmisa<\/a>. Ka\u017cdemu z tych influencer\u00f3w zlecono stworzenie dw\u00f3ch Reels\u00f3w oraz dw\u00f3ch Stories na Instagramie.<\/p>\n

4,4 mln ods\u0142on online<\/h2>\n

Powsta\u0142o ponad 2,400 tre\u015bci na platformach spo\u0142eczno\u015bciowych, osi\u0105gaj\u0105c zasi\u0119g na poziomie 4,43 mln. Dwunastomiesi\u0119czny AOP Cheddar od British Heritage zdoby\u0142 lojalno\u015b\u0107 ambasador\u00f3w, uzyskuj\u0105c wska\u017anik rekomendacji na poziomie 93% i zamiar zakupu na poziomie 79%. Ponadto, dotarcie offline by\u0142o maksymalizowane, z \u0142\u0105czn\u0105 liczb\u0105 ponad 145,000 unikalnych kontakt\u00f3w dzi\u0119ki marketingowi szeptanemu i osobistym rekomendacjom.
W przypadku makro influencer\u00f3w, wygenerowane tre\u015bci osi\u0105gn\u0119\u0142y \u0142\u0105czne dotarcie na poziomie 2,8 miliona, uzyskuj\u0105c bardzo dobry \u015bredni wska\u017anik zaanga\u017cowania na poziomie 7%!<\/p>\n

\n

Wyb\u00f3r agencji Territory Influence okaza\u0142 si\u0119 doskona\u0142\u0105 decyzj\u0105, zar\u00f3wno w kontek\u015bcie promocji naszego wyj\u0105tkowego sera w\u015br\u00f3d nieodp\u0142atnych influencer\u00f3w, jak i poszerzenia zasi\u0119gu kampanii poprzez p\u0142atnych influencer\u00f3w. Dzi\u0119ki \u015bwie\u017cemu spojrzeniu na produkt, Territory Influence umo\u017cliwi\u0142o nam nowoczesne podej\u015bcie do dzia\u0142a\u0144 samplingowych oraz prezentacji marki poprzez odpowiednich i zaanga\u017cowanych makro influencer\u00f3w! To by\u0142o naprawd\u0119 udane przedsi\u0119wzi\u0119cie! <\/em>Emilie BERGE, Kierownik Produktu w British Heritage<\/p>\n<\/blockquote>\n

Sprawd\u017a wi\u0119cej inspiruj\u0105cych kampanii influencer marketingowych<\/a>.<\/p>\n

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Czy chcia\u0142by\u015b p\u00f3j\u015b\u0107 o krok dalej i otrzyma\u0107 spersonalizowane porady dotycz\u0105ce swojej marki?<\/p>\n

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Kampania promocyjna dla British Heritage mia\u0142a na celu zwi\u0119kszenie \u015bwiadomo\u015bci wprowadzonego na rynek nowego sera Cheddar oraz przyci\u0105gni\u0119cie nowej grupy konsument\u00f3w poprzez dzia\u0142ania influencer marketingowe.<\/p>\n","protected":false},"author":19,"featured_media":29180,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"project_category":[197],"project_tag":[],"class_list":["post-31623","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-food-beverages-pl"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.territory-influence.com\/pl\/wp-json\/wp\/v2\/project\/31623","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.territory-influence.com\/pl\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/www.territory-influence.com\/pl\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/pl\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/pl\/wp-json\/wp\/v2\/comments?post=31623"}],"version-history":[{"count":9,"href":"https:\/\/www.territory-influence.com\/pl\/wp-json\/wp\/v2\/project\/31623\/revisions"}],"predecessor-version":[{"id":39434,"href":"https:\/\/www.territory-influence.com\/pl\/wp-json\/wp\/v2\/project\/31623\/revisions\/39434"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.territory-influence.com\/pl\/wp-json\/wp\/v2\/media\/29180"}],"wp:attachment":[{"href":"https:\/\/www.territory-influence.com\/pl\/wp-json\/wp\/v2\/media?parent=31623"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/www.territory-influence.com\/pl\/wp-json\/wp\/v2\/project_category?post=31623"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/www.territory-influence.com\/pl\/wp-json\/wp\/v2\/project_tag?post=31623"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}