Winner of 2017 Silver American Business Award for Marketing Campaign of the Year – Snacks/Desserts/Confections

THE CHALLENGE

Stella® Cheese wanted to grow awareness of its cheese products and position itself as the go-to brand for cheese-based recipes during the busy holiday season. In the weeks prior to Thanksgiving, Christmas, and Hanukkah, Stella Cheese partnered with Linqia to launch an influencer marketing program designed to share original recipes that featured its cheese as a key ingredient.

We love working with Linqia for a variety of reasons: the turn-key process, the dedicated success managers, and the thorough analytics and reporting. Also, the influencers take great product shots and come up with delicious recipes using our cheeses, so it gives us a lot of content that we can repurpose on our channels.

SAPUTO MARKETING MANAGER

THE SOLUTION

Linqia connected Stella Cheese with 75 influencers in the Food, Parenting, and Lifestyle verticals with a focus on holiday parties, cooking, and recipes. The influencers purchased a variety of Stella Cheese products to incorporate into the original recipes they planned on using while hosting their holiday parties. Each recipe was accompanied by an authentic story around the influencers’ featured recipes, holiday traditions, and their experiences hosting holiday parties. The influencers encouraged their audiences to create their own holiday recipes with Stella Cheese, driving them to the program landing page to view alternative recipe ideas and learn more about the brand. Stella Cheese also incorporated a holiday giveaway to enhance the awareness initiative by offering a complimentary trip for two to Napa for a weekend getaway filled with wine and cheese pairings.

By the program’s end, Linqia influencers reached nearly 35 million consumers, 248% more than the program goal, with over 2,500 pieces of original content, including recipes, photos, blog stories, and social posts. The influencers’ audiences loved the authentic stories and recipes, evident in the 86,000+ social engagements and 28,500+ visits to the Stella Cheese program landing pages.

Additionally, Stella Cheese repurposed the mouthwatering influencer photography on its website and social channels, showcasing recipe ideas from real consumers. The influencer attribution on the repurposed pieces of content continues to send traffic back to the original post, driving up the SEO value for blog stories featuring Stella Cheese products and making the blog stories more discoverable over time.

THE RESULTS

  • Linqia influencers created over 2,500 pieces of original content including blog stories, recipes, photographs, and social media posts.
  • The influencer content inspired over 114,500 online engagements, including clicks, likes, comments, retweets, and shares.
  • The program reached 78.5 million consumers, 248% more than the program goal.