It starts in 2020 to support the launch of the Honduras coffee bean range and the visibility of its commitments made in South America. 6 macro and star influencers with communities of 200,000 to 3.6 million subscribers are activated on Instagram, an affinity platform for the marketing target. The transmission of Café Royal expertise and the freedom granted to creators make it possible to maximize the performance of the operation: 1.43 million online impressions for 5 posts and 44 story sequences. The engagement rate exceeds all expectations with 13.4% whereas these accounts generally deliver performances – already above average – of 6%.
Aline Veillerette (Marketing Manager France, Delica AG) explains: “ Influencer marketing relies on a strong relationship between communities and influencers. The latter including confidence. This same trust should, in my opinion, be part of the approach that brands have with campaigns. Expressed through the creative free will given to influencers. Success operates as in a non-virtual relationship: with an affinity choice of people at the start and a climate of proximity that grows over time! »
Armed with these learnings, the experts at TERRITORY Influence suggest that the brand go even further in “creative letting go” by activating, this year, the first levels of its pyramid: nano and micro influencers. 3,000 profiles are then recruited on TRND, the platform dedicated to unpaid influencers. All coffee consumers and owners of a compatible machine, they discover the brand step by step and taste its flagship references. For Aline Veillerette, « influencer marketing is a channel that allows us to communicate directly with the public. It is also an opportunity to go into details, in an authentic way, with a pedagogical approach. Throughout the campaign, we take the time to address different topics – something few other channels allow us to do. These activations are complementary to traditional media such as television. »
