Campaign Awareness

Campaign Goal

Mexican Hot Sauce has taken a spicy grip on Denmark. Together with our amazing group of micro influencers, Cholula wanted to spread the word like wildfire on social media to impact purchase behaviour. Ay, caramba!

Campaign Details

Cholula hot sauce is the real deal when it comes to authentic Mexican dining, completing every dish from stir fry to hot pot dinners. Danes have always used Tabasco hot sauce, but our culture is on an uprise towards more exotic and flavourful discoveries. This shift has possibly begun from Danish mega influencer Chili Klaus’ show on YouTube along with the inspiring #foodporn dishes on Instagram’s Explorer page.

This is how we knew it would be a successful campaign.

The influencers were asked to show their followers how to leave their comfort zone and introduce Cholula hot sauce in their everyday kitchen adventures. This resulted in a refreshing selection of personal and authentically composed images that offered a unique food and lifestyle composition, as well as including the Cholula bottle (stealing the spotlight in a stylish matter).

All influencers bought their own Cholula hot sauce in a local supermarket or grocery store in order to participate in this Post on Demand campaign. This ensured solid in-store sales and impacted sales behavior while minimizing handling costs for the client. Altogether, this was an effective and efficient campaign through our community app.

20 posts by 20 micro-influencers were accepted by the brand and posted on Instagram with the traceable campaign hashtag #addflavour plus the redirecting tag @cholulahotsaucedk for increased traffic and potential followers.


Campaign Results

This Post on Demand campaign united 20 inspiring micro influencers from Denmark to ignite the taste buds and kitchen shelves of Denmark with spicy hot sauce from Cholula.

Collectively, they held a combined reach of 164.859 people, and their peppery posts got 4,077 likes and comments, which amounted to an average engagement rate of 7,6%. The best engagement rate was a striking 30,1%.

The influencers delivered authentic content with genuine reach and noticeable passionate engagement – all complementing Cholula’s marketing mix while getting a few more products into influencers’ homes.


    Campaign Costs

    Cholula paid €90 per post, which got them 3 outstanding results: 20 pieces of unique Post on Demand content, campaign awareness through genuine reach, and great engagement rates, which micro-influencers are known for. An amazing package for the small sum of €1800.

    We rewarded our hard-working influencers, who made this amazing content possible, with €50 worth of Brandcoins to spend in our exclusive webshop – regardless of their individual number of followers on social media.



    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 you approve, and you will receive “full service” – meaning that we will take care of everything – from campaign creation and setup in app to approval of posts, payment of influencers and reporting, and 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? You will get the copyright for all the content and rights to use it infinitely across all your channels.




    20 local micro-influencers


    20 posts in total


    Total combined followers: 164.859


    Total reach of all posts: 164.859



    Total engagements: 4.077 likes and comments

    Engagement rate

    Average engagement rate: 7,6%


    Post on Demand service over 14 days
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