Pet Influencer Campaign Overview
Pet nutrition isn’t just about what goes into the bowl—it’s about educating pet owners on why quality matters. Eukanuba, in partnership with Social Soup, launched a multi-tier influencer campaign that effectively delivered this message. By leveraging the reach and authenticity of influencers, the campaign highlighted the benefits of premium nutrition for active dogs. This strategy engaged pet owners across Australia and New Zealand, boosting brand awareness and creating lasting connections.
A Multi-Tier Influencer Strategy
The Eukanuba campaign was built on a robust multi-tier influencer strategy, designed to maximise reach and impact across different audience segments. This approach involved engaging a mix of micro and macro influencers, each bringing unique strengths to the campaign.
- Macro Influencers: Three mid-tier influencers with a strong presence in the pet community were activated. These influencers, including professional dog trainers like @Jamiethedogtrainer, provided expert insights and educational content on dog training and nutrition. Their content emphasised the importance of a balanced diet and an active lifestyle for dogs, resonating with a broad audience.
- Micro Influencers: Eight highly engaged micro influencers were brought on board. These influencers, focused on dogs and puppies, created authentic and relatable content that spoke directly to their niche communities. Their posts showcased how Eukanuba fuels dogs to live up to their ultimate active potential, driving home the brand’s key messages.
Content Output:
33 Pieces of Content: Across platforms like TikTok, Instagram, and YouTube, the influencers created a diverse range of content, from reels to stories, engaging pet owners in multiple ways.
Key Influencer Campaign Results
- Influencers Engaged: 8 micro and 3 macro influencers
- Content Created: 33 pieces of content across multiple platforms
- Total Reach: Over 124,000 impressions with an engagement rate of 4.09%
These results show how Social Soup’s strategy effectively connected with pet owners, significantly boosting Eukanuba’s brand presence.
The Power of Authentic Content
A major strength of the campaign was its focus on authentic, relatable content. Influencers were encouraged to:
- Showcase Active Lifestyles: Featuring their dogs in action—running, playing, or training—demonstrating how Eukanuba supports a healthy, active lifestyle.
- Share Personal Stories: Creators shared their personal experiences with Eukanuba, making the content more engaging and trustworthy.
Example:
@chiefandwolf’s reel was a top performer, combining personal storytelling with the active lifestyle message. It achieved an organic reach of 24,250 and an engagement rate of 1.37%.
Influencer Amplification Success
To maximise the impact, Social Soup implemented a targeted amplification strategy:
- Video by @Jamiethedogtrainer: This TikTok video was the top performer of the campaign, delivering over 40,373 thru plays (15-second views) at a cost of just $0.03 AUD per view. This content became the standout in terms of reach and engagement.
- Overall Reach: The content reached over 657,000 people, far exceeding the initial targets.
- Platform Performance: TikTok was particularly effective, with an engagement rate exceeding 4%, making it a key platform for future campaigns.
These results underscore the effectiveness of paid amplification in extending the reach and impact of authentic content.
Influencer Marketing Insights
The campaign provided valuable insights into the pet food market:
- Engagement Drivers: Audiences were drawn to content that combined education with entertainment, particularly around active dog lifestyles.
- Positive Feedback: Many commenters expressed interest in trying Eukanuba, or shared their positive experiences with the brand.
This feedback is crucial for refining future campaigns and further enhancing Eukanuba’s market position.
Why Social Soup’s Influencer Marketing Strategy Works
Social Soup’s approach combines influencer marketing with in-depth market research, ensuring campaigns are both engaging and insightful. By focusing on authentic content and strategic amplification, Social Soup helps brands like Eukanuba connect with their audience in meaningful ways.
Are you looking to elevate your pet brand? Social Soup’s influencer marketing campaigns are designed to build strong connections between brands and their audiences. Whether you want to boost brand awareness, educate consumers, or generate authentic content, we can help. Contact Social Soup, the top influencer marketing agency in Sydney, Australia. Discover how our tailored strategies can drive results for your brand. Let’s work together to create a campaign that leaves a lasting impact.
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