Johnsonville had the right product innovation. At perhaps the wrong time. To create awareness and trial of their new Sausage Strips before putting full marketing support behind it, they wanted a 60-day launch program in the Midwest – at the start of the Covid-19 quarantine. Which created serious pressure to break through with a campaign fitting the brand and consumer mindset.
Enter BVK. We developed a social-first campaign about our new sheltering-in-place realty. The quirky Meatiator campaign added levity to the tensions families were experiencing, introducing an engaging character who offered conflict resolution. In the first 14 weeks, this hardworking but lighthearted campaign led to phenomenal engagement and sales, including 4% trial at Kroger and 20% repeat purchase.
Our social-first campaign served up some tasty results. Johnsonville Sausage Strips earned 160+ mentions of high-intent product trial keywords from social users, generating 8,500 post engagements and an estimated reach of 7.8 million.
BVK’s 60-day promotional program targeting the Midwest led to social engagements and video views at approximately 1/3 the average cost of 2020 social campaigns YTD. In a tough economy, it’s always good to make your food dollar go further.
Our influencer program engaged the Johnsonville audience on Facebook, Instagram, Twitter and TikTok. It also performed above industry average, reaching 1.08 million online users with an engagement rate of 9% and impression rate of 53%.