In Spring 2018, Hope Foods Instagram growth had reached a plateau, both in engagement rate and in channel growth. The Hope Foods team challenged SH to develop an efficient way (not too cost intensive) to increase social reach and engagement by securing brand and product endorsements from health and wellness during the summer season, peak selling season for Hope Foods. With new hummus flavors just hitting shelves, the team was also challenged to make sure those products were highlighted in all mentions. The execution would also be a test for future, PAID partnerships with influencers, first making sure that they were authentic advocates for the brand.
The SchroderHaus team created a Surprise and Delight effort that would include shipping vetted influencers one of two lifestyle mailers celebrating Hope Foods products, and making them relevant for summer mentions with ‘gram-ready, complementary gifts, like a ‘Spread Hummus Not Hate’ tote, branded BBQ tools and more. We created a list of more than 60 influencers split into two categories: recognition (hummus lovers, engaged with the brand on social in the past) and premium (large followings, healthy lifestyle focus), got their okay to ship our packages their way, and provided recommendations on how they may like to post the items they received.
- 38 organic Instagram feed and Instagram story mentions (NON-PAID)
- Potential reach of more than 1.3 million
- Instagram post average engagement rate: 4.5%
- Tested partnership with key influencer targets, and uncovered 10 influencers to activate PAID partnerships in the following quarter