THE CHALLENGE

GOODFOODS wanted to build brand awareness and drive sales of its natural guacamole and dips. GOODFOODS teamed up with its creative agency and Linqia to launch a three-flight influencer marketing program featuring helpful tips for party planning and healthy snacking.

Linqia influencers are great at creating authentic longform blog content and beautiful imagery, which we can repurpose through native advertising, paid social advertising, and organically on GOODFOODS social accounts.

Senior Media Planner for GOODFOODS

THE SOLUTION

GOODFOODS teamed up with Linqia and FRWD to launch a three-flight influencer marketing program featuring helpful tips for party planning and healthy snacking leading into the holiday season. Linqia matched GOODFOODS with 60 influencers in the Lifestyle, Parenting, Food, and Home verticals to create original stories and recipes using GOODFOODS products. 

In the first flight, influencers created original stories about their favorite game day traditions, including recipes for finger foods using GOODFOODS guacamole and dips. During the second flight, influencers shared their Thanksgiving celebrations, featuring GOODFOODS guacamole and dips in their favorite family treats. The final flight focused on Christmas and Hanukkah, highlighting GOODFOODS products as part of mouthwatering holiday meals. All flights encouraged audiences to visit the GOODFOODS landing page to find a local GOODFOODS retailer and learn more about the brand.

FRWD leveraged the influencer content in three ways to maximize their ROI: 1) sponsored social content as part of the original program; 2) promoting the best performing content through paid social to reach a broader audience 3) re-publishing select recipes via in-feed native ad units on respected sites such as Newsweek, Women’s Health, and Food Beast.

By the program’s end, Linqia influencers created and shared over 2,000 pieces of authentic content about GOODFOODS products, many of which rivaled professionally produced assets and were repurposed through native advertising, paid social advertising, and organically on GOODFOODS social accounts. The program content generated 42.2M potential impressions and drove 21,750+ people to the GOODFOODS website, 25% whom used the store locator to find where to purchase GOODFOODS products. The content inspired nearly 48,700 shares, likes, comments, and retweets – 294% above the program goal.

Additionally, Linqia influencer content republished through Nativo and as part of the original program returned much higher conversion rates, 44.5% and 34.2% respectively, when compared to the 2% average for brand-created display or video content.  Similarly, the engagement rate for paid Instagram ads using Linqia influencer content was 22.8% compared to 11% for brand-created content while Facebook’s Cost-per-Engagement (CPE) was more than 3X lower when using Linqia influencer content.

THE RESULTS

  • Linqia influencers created over 2,000 pieces of original content including blog stories, recipes, photographs, videos, and social media posts.
  • Linqia influencer content republished through Nativo returned a 44.5% conversion rate while content from the original program returned a 34.2% conversion rate.
  • The engagement rate for paid Instagram ads using Linqia influencer content was 22.8% compared to 11% for brand-created content while Facebook’s Cost-per-Engagement (CPE) was more than 3X lower when using Linqia influencer content. 
  • The program content inspired over 70,450 online engagements, including clicks, likes, comments, retweets, and shares.