Challenge:

Drive traffic and entries for a holiday-themed social media giveaway featuring Fairtrade certified branded partners

Solution:

Delivered product mailers originally created for media to six socially responsible influencers, informing them of the “Fairtrade for the Holidays,” initiative and encouraging them to share the giveaway with their audience along with data points on the importance of shopping for Fairtrade products 

Results:

– Achieved goal of six interested partners across local foodie and ethical fashion niches to receive kits

– All six partners organically shared on their social accounts with a total potential reach >280K

– Five of the six influencers did Instagram stories, and one influencer shared content on her feed

– The @fairtrademarkus giveaway had nearly 1,000 engagements, and the the Fairtrade America audience gained hundreds of new Instagram followers (a growth of more than 7%) during the giveaway, with acknowledgement from the organization’s team that the “influencers really made a difference”

– Finally, the giveaway demonstrated support for the five partner brands, with a CTA to follow them on Instagram as a requirement for entry

Challenge

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.
 

Solution

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.
 

Results

• 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

Challenge

In the hottest and most competitive ice cream season, drive expanded awareness of Swell, The Next Wave of Ice Cream, while undergoing a complete rebrand from ProYo on shelf. Help the ice cream brand stand out from the competition specifically with health-focused millennial women who tend to shop the better-for-you ice cream category.

Solution

Carefully select and partner with 15 large reach influencers for multi-month content partnerships that celebrate the versatility of Swell Ice Cream and keep providing consumers a reason to engage. For added exposure and to drive trial in July, National Ice Cream Month, layer in partnerships with 40 additional mid-tier influencers based in key retailer regions. Work closely with all influencers to generate lifestyle and product-centric content that fosters an emotional connection with the better-for-you ice cream shopper, sharing just what makes Swell Ice Cream so special. Evaluate success of program by tracking not only potential reach, but actual reach, engagement rates, interest in digital coupon offer, and brand channel growth.

Results

• Developed true “partners” who Swell Foods celebrated through a brand immersion training and high-value swag
• Vetted influencers created content that was authentic to them and relevant to their audiences, while naturally integrating Swell Ice Cream
• More than 15MM potential reach across all executed content
• For higher-tier influencers, actual reach was nearly 23% of potential reach; and video engagement was more than 14% of potential reach
• For mid-tier partners, engagement rates ranged from 3 to 8 percent, per influencer across feed posts and Instagram stories
• 3.6MM ibotta digital coupon and brand impressions generated through influencer content
• 20 percent follower growth on brand’s Instagram channel

Challenge

According to SPINS data, the plant-based yogurt market has a $600 million volume opportunity gap; however, consumers have been dissatisfied with the taste, texture, nutritional content and inclusion of allergens dairy-free yogurt options. Good Karma Foods launched a flax-based dairy-free yogurt in December 2016 that meets consumer demands for taste and texture like dairy yogurts; an option that’s free of all allergens; and superior nutritional content, including 5-6g of plant-based protein per serving, 800mg Omega-3s and seven live and active cultures. To excite buyers before Q1 2017 dairy case resets, Good Karma Foods needed to spread the word to the trade community.

 

Solution

SchroderHaus recommended securing a trade exclusive; conducting targeted outreach to tier one trades (according to the Good Karma sales team) with a press release and interview opportunities with the CEO; and hosting key events at local media groups in Boulder to generate buzz.

 

Results

• Secured an exclusive launch story with Project NOSH, including an interview with CEO Doug Radi
• Secured an additional 12 stories with tier one trades, including several feature stories on the growth of the brand and dairy-free yogurt launch
• Hosted allergen-friendly parfait breakfasts at both Active Interest Media and New Hope Network, with more than 60 employees attending each event and they led to meetings with editorial contacts at magazines like Natural Foods Merchandiser, Nutrition Business Journal and Yoga Journal
• Trade stories got noticed, and picked up, by key consumer media, including VegNews, Allergic Living and ClearlyVeg
• Most important, the sales team is getting positive feedback on the launch of the yogurts, hinting at strong distribution gains in 2017