Partnering with influencers to expand reach and diversify content
Our longtime client Galbani Cheese has an active social media presence with the goal of inspiring its audiences with recipes and beautiful photos and videos featuring its products. They adjust their content seasonally to reflect trends and fresh ingredients that showcase their fresh mozzarella and ricotta products. Early in 2022, Galbani was looking to expand its reach among consumers, boost engagement, and freshen up its social media content.
With the primary goal of creating brand awareness among women ages 21-34 who are interested in recipes and cooking, The Martin Group engaged 10 influencers to sign on as brand advocates across multiple social media platforms. We identified micro, mid-level, and macro influencers with various followings, engagement rates, and niches to create a robust and diverse campaign.
Each influencer created content to fit within the brand’s guidelines, and highlighted the numerous ways that Galbani Cheese could be incorporated to the daily lives of its consumers. Ultimately, the influencers managed to produce more than 100 posts across social videos, stories and images on both Instagram and TikTok.
The influencers, with followings ranging from 10,000 to more than 1 million, were encouraged to create recipes that worked seamlessly within each of their own brands. Content ranged from various creative videos with hands-only recipes, to videos with voiceovers that followed the influencers opening Galbani products and talking through how they would work them into their recipes. Overall, the content was family-friendly, seasonally relevant (such as Pumpkin Ricotta Cookies in the fall and Cheese Puff Pastry Twists for the holidays), easy to follow, and always engaging.
The campaign reached more than 15 million accounts across TikTok and Instagram, dramatically increasing Galbani’s reach and awareness across these vital social media platforms. This broad success – which included an earned media value of $1.2 million thanks in large part to 20,000 shares, the gold standard of social media metrics – led Galbani to double its influencer budget for 2023, focusing particularly on TikTok and partnerships with creators with big audiences. It’s been important to stay ahead of the trends with influencer marketing, and these creator partnerships have served as a successful complement to Galbani’s social media strategy.
Tiktok, Instagram accounts reached
earned media value of campaign
posts across Instagram, TikTok
social media shares
social media likes
engagement rate of campaign compared to industry standard