More Project Info

Project Details

Skills Needed

Influencer, social

Client

Nova Naturals

Client URL

https://nova-natural.com/

Project Description

Challenge


According to a report by ResearchAndMarkets.com, the U.S. functional beverage market is expected to grow at a 7.98% compound annual growth rate by 2028, and early in 2023, Nova Naturals came to SchroderHaus for help with generating excitement for beverage brands under its umbrella with functional benefits - C2O and Steaz. This included celebrating C2O’s existing portfolio and latest innovation - 1 Liter Organic Coconut Water - and Steaz’s existing portfolio both in the lead up to Natural Products Expo and during the key summer selling season. The overall goals were to build awareness of how each brand continues to lead their respective categories, bolster each brand’s social media presence, and attract retail interest.


Solution


To cut through the clutter of social activity and excite retailer interest during Natural Products Expo West, SchroderHaus developed and implemented a paid influencer strategy that included Reel content developed from booth visits, as well as custom lifestyle content created and posted during the show. To keep C2O and Steaz top of mind during the peak summer season, SchroderHaus activated a paid influencer program with select influencers that would authentically connect to each brand’s core consumers. The waved content with each partner included hosting summer get-togethers with C2O and Steaz at the center.


Results


By implementing these focused influencer programs, SchroderHaus reached or surpassed all set key performance indicators, including:

  • Expo West Campaign

    • Total potential reach of paid influencers was more than 700K, surpassing our goal of 500K

    • In-feed influencer content saw an overall average of 8% engagement rate, with engagement goals for all content reached or surpassed



  • Summer-Long Campaign

    • Between the two brands, the total potential reach across the 7 partners and their pulsed summer content was over 7 million, and actual reach was 736K, with the reach goal of 700K surpassed

    • Reel content across paid partners had an average engagement rate of 4.2% between the two brands, surpassing a goal of 2-3% engagement