Crunchy, dry or tender. No rules is the only rule on national Bacon Day, September 1st – a day that celebrates the many wonders of bacon. Danish meat manufacturer Tulip wanted to hype Bacon Day through hungry pork loving influencers.
For Tulip, the official bacon celebration day is just as real and important as wedding anniversaries or New Year’s Eve. It’s fun, it’s witty, and who would say no to an excuse to celebrate and enjoy life? Denmark is among the world’s largest pig meat exporters and we simply love pork in any shape, form or manner. This made it clear to us at Brandheroes that a campaign like this could work just as good as bacon taste.
Our influencers were invited to participate in the campaign if they were super excited about bacon. This ensured that the personalities could resonate with the message and share genuine and energetic excitement with their followers. They went out to buy bacon and took mouth-watering pictures of themselves biting a juicy piece of bacon, or showed off a plate of food decorated and topped with bacon sculptures. All for the glory of Bacon Day.
31 posts by 31 micro-influencers were accepted by Tulip and posted on Instagram with the traceable campaign hashtags #tulipbacon and #officialbaconday
The posts turned out amazingly and satisfied the whole team – proving that cool bacon-loving men had the same engagement rate as bacon-loving women. The pictures were finalized in our community app a week before Bacon Day and were all published on September 1st for grand impact and support of International Bacon Day.
This Post on Demand campaign united 31 food loving micro influencers from Denmark to impact top of mind awareness within the food segment, while increasing purchase behaviour in grocery stores. Collectively, they held a combined reach of 117.772 people, and their posts got 4.906 likes and comments, which amounted to an average engagement rate of 5.8%. The best engagement rate was a striking 15.1%.
The influencers delivered authentic content with genuine reach and noticeable passionate engagement – all complementing Tulip’s marketing mix.
The Brandheroes app is our Post on Demand service and is all about exposing your campaign and brand in front of a targeted group of our influencers (filtered by location, gender and influencer category), who pitches unique posts for you and thereafter engages their followers who has an affinity for your product category. You only pay for the posts that you approve and will receive full service – meaning that we take care of everything – from campaign creation and setup in app to approval of posts, payment of influencers and reporting, even product shipment.
The results will give you authentic post-on-demand content, genuine reach within a targeted consumer group, as well as, the good engagement rates, which micro-influencers are known for. And the bonus? Apart from content control, you’ll get the copyright for all the content and rights to use it infinitely across all your channels.
31 local micro-influencers
31 posts in total
Total combined followers: 117.772
Total reach of all posts: 117.772
Total engagements: 4.906 likes and comments
Average engagement rate: 5.8%
Post on Demand service over 1 day
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