How a VIVID agency, together with influencers, made Nasha Ryaba chicken drumstick the favorite chicken meat of Ukrainians.
Nasha Ryaba launched a national campaign so that instead of the traditional chicken "quarter", Ukrainians would pay attention to another product – the chicken drumstick.
We needed to convey through influencers that the chicken drumstick is cooler than the quarter. And, of course, explain why.
In our campaign, we had to show that Nasha Ryaba drumsticks are not just a tasty alternative, but also a "social" product. Because it has 20% more meat than a quarter. Therefore, buying a drumstick is much more profitable.
We decided to take the popular trend from social networks as the basis for integrations and arrange a home "check" of the chicken drumstick . So that bloggers (and with them our TA) see for themselves:
It is easy to cook with chicken drumsticks , it is nutritious, but also dietary.
It is easy to divide into portions.
You can cook hundreds of different dishes with it
Well, let's not forget – 20% more meat than in a quarter!
Ideally, the chicken drumstick chek campaign was not only supposed to tell a lot of people why the chicken drumstick is cooler than the quarter. But also to make the audience communicate with the brand. Spoiler: we did it.
Instagram became the main platform for the project. But not Instagram alone!
We engaged influencers on tiktok and knocked on YouTubers who were interesting to our target. Why? So that in our communication there was a little more fun and culinary expertise.
In total, 14 influencers on Instagram, 6 bloggers on TikTok told about the chicken drumstick , and on YouTube we integrated into 3 projects. Our main content areas were lifestyle, cooking and humor. Because how is the chicken without humor!
In total, our campaign reached almost 5,000,000 consumers. We exceeded the expected plan by +160%! Thanks to these results, the cost per 1000 contacts has almost halved.
These numbers were also influenced by the fact that bloggers liked the idea and the product itself so much that they arranged unscheduled postings. Free, but no less creative!
Due to the high loyalty to the brand, influencers have created really cool content. And thanks to this, their audience was actively involved in communication.
As a result, the Product Campaign's ERR was 8.35%. Well, we stopped counting positive comments under influencers' posts when their number exceeded several hundred.
We are happy that we were able not only to tell about the main advantages of the product, but also to do it all in an easy and fun format. Showing the audience the situations of consumption close to them.
So if "the drumstick saves the hryvnia", then we have here "a good campaign saves the hryvnia of the marketing team"! Because our recipe is to do everything beautifully, cost-effectively and efficiently in all respects.