Social Soup was tasked to build a social first Influencer and consumer campaign driving awareness, education and WOM advocacy around the Vicks VapoRub Steam Method in Victoria.
ViewThe Results
Our macro influencers shared a total of 8x pieces of content, including a mix of static, carousel, reels and stories, delivered a total potential organic reach 404% over our goal (242K+ achieved, vs. 60K goal).
- On the ground, a total 840 consumers headed in-store to pick up their product, showcasing ease of purchase in addition to demonstrating – showcasing the ease of use/new packaging.
- A wealth of positive sentiment flooded digital platforms across the campaign, including positive conversations between our macro influencers and their followers who responded to the branded content with praise for the new features, sharing their affinity to MasterFoods.
- This positive discussion was further amplified by the nano samplers, who gave the products a rating of 4.7 out of 5 and shared hundreds of positive reviews regarding their product experience – notably mentioning its ease of use, ease of identification, and excellent quality product and packaging.
- At the end of the campaign, our research highlighted that 98% of our samplers would keep buying the MasterFoods Herbs & Spice range, sharing long-term advocacy and purchase intent amongst the target audience.
