Challenged with an aging core buyer and a goal to increase market share, Laura’s Lean hoped to leverage influencers to increase awareness and consideration, ultimately increasing household penetration with both their core buyer audience segment and a younger, growth target audience.
Micro-influencers in the recipe, food, and lifestyle categories were engaged in a long-term, ambassador building effort to create meals featuring Laura’s Lean ground beef and plant-based burger products. Throughout the campaign, typical social KPIs related to awareness and engagement including True View Impressions, audience attention, ad recall, and engagement rates were monitored, however, these were only indicators of potential business impact. The real results came in through a custom brand lift study designed to evaluate the effectiveness of the content influencers were generating. See the results of the full brand lift case study here.