orijen premium pet food
Within the context of a substantial media flight aimed at driving brand awareness, we identified a strategic opportunity to harness the power of content creators and influencers. Leveraging trusted third-party endorsements was pivotal for penetrating our target audiences through social media.
media objective:
create a test awareness campaign in 3 key markets that proves the program’s validity and can be quickly scaled nationally. Ensure awareness-building efforts are “active” in nature, such that they inspire measurable response behavior that grows the business.
Platforms: TikTok & Instagram
core strategy:
Engaged one mega influencer and niche micro-influencers per market for optimal credibility and reach.
Amplified content through influencers’ accounts via “whitelisting” to leverage stature, credibility, and audience targeting.
Created Look-Alike (LAL) audiences for optimal retargeting.
results:
+ 25.2MM Impressions
+1.2MM Engagements
+$2MM Earned Media Value
+28k Link Clicks
+3.4% ER
+10x Roas
responsibilities: influencer strategy, recruitment, & implementation, content direction & briefing, reporting & optimization
