J.M Smucker Company is a century old food manufacturer based in the US especially in strawberry preserves, orange marmalades, other food spreads and jams. SushiVid was engaged to help them create awareness for their “sugar free” range.
The campaign was challenging as we wanted to explore using fruit spreads beyond bread, while still keeping the recipes local. The most memorable recipe was the Nasi Lemak Strawberry. We never got to taste it, but according to our influencer, it was quite good. If you’d like to explore the recipe you can refer to this link .
The campaign also was targeting the more health conscious consumers, therefore, we made sure to create recipes that were also healthier, replacing sugar with honey, whip cream with greek yogurt …etc.
In the campaign ran throughout the month of April 2022, we staggered the
influencers postings to ensure there was an even amount of coverage throughout.
In terms of content, each influencer created an IG Reel and also some IG stories.
In terms of products, we gave each influencer a full set of Smucker’s Sugar Free
preserves in a PR Kit created also by SushiVid as seen in our influencers IG Story
below:
We also wanted our influencers to utilize their IG stories beyond just a standard posting. If you notice in the images, the IG stories had link to click on. We wanted the audience to take action, so we got our influencers to create poll questions!
We engaged 9 micro influencers in total, 3 who cooks, 3 who bakes and another 3 health and fitness influencers to do Instagram Reels and short videos. When it came down to choosing influencers, we were very critical on influencers who really cooked and baked. Instead of looking for general influencers, we looked for influencers whose profiles were more recipe related as seen below:
The video reach was 250,000 which was more than double our expectations of just a little below 100,000. The videos engagement rates were also amazing with over 7.5% compared to our expected 2-3%.
We hope you found this case study useful!
Overall, the campaign was a true eye-opener for us, and we believe this will shape how we create content for our brands in the future. If you have any questions for us, please feel free to reach out to me at [email protected].
