Close up of a caramelised onion tart with crumbles of feta, on a wooden chopping board.

Harnessing the Power of Influencers with Paid Social

Overview

8 Million Stories has been working with Jus-Rol since 2021 to oversee the content creation on their website, SEO & social media channels.

Part of Jus-Rol's key baking season marketing activity was to conduct paid social, boosting an organic social media asset of choice as a ‘sponsored' social media post. We saw an opportunity to run an A/B test of different assets during their paid activities.

Client

Jus-Rol

Sector

Food & Beverage

When

2023

Solutions

Influencer
Organic Social Media
Paid Media

Challenge

Historically, all the assets available for this paid activity came from the brand, not featuring a person. Previous organic social results on their client's channel have indicated that influencer assets with real bakers featured have performed strongly.

Therefore, it was proposed to the client to explore sponsoring an influencer to feature their product. This "people and faces" influencer asset was used in an A/B test against the branded lifestyle assets; the best-performing assets would remain live for the remainder of the campaign.

Overhead shot of a caramelised onion tart on a wooden chopping board.

Solution

Using a combination of our own database and third-party tools, we looked to source an influencer who best matched Jus-Rol's target demographic and brand values. The main factors our social team assessed before selection included:

Engagement rate: Does the influencer create content that resonates?

Brand ethos & industry: Does the influencer create content that aligns with the brand & the industry we are targeting?

Content: Is it high quality and aesthetically pleasing/fit for the platform?

Due diligence: Does the influencer's values align with the brand?

Through this process we were able to identify an ideal candidate in The Hebridean Baker. This influencer had strong demonstration of impactful content plus their audience demographics aligned well with target consumers.

Out of the four assets ran in this campaign, three from the brand and one from the influencer, we achieved:

Results

106k paid clicks from paid boosting of one asset
Influencer gained 89% of the total share of clicks on FB and 53% of total clicks on Instagram
Organically, the asset achieved 65.4k views, resulting in +9% audience growth
+101% higher reach than any of the influencer's recent food and drink brand partnerships