In good company

Challenge
As a market leader, Karoline's Kitchen is being challenged in the market, as the cream category is highly price-driven by, amongst other things, private labels, which Karoline's Kitchen cannot match due to quality. Therefore, Karoline's Kitchen wanted to strengthen relations with the younger, fat-fearing target group, and make cream a more natural part of their eating habits.

Solution
Through the #IGodtSelskab (#InGoodCompany) concept, and with creating good taste experiences as the point of departure, three influencers educated and inspired the young target group on how to achieve better dining experiences and celebrate the great taste of cream with Karoline's Kitchen.

The three influencers were archetypes of the three creams that personified Karoline's Kitchen creams. Through interesting, personal and engaging content they gave their best tips and tricks for using Karoline's Kitchen creams in cooking, co-creating their own recipes and new interpretations of Karoline's Kitchen's familiar recipes.

Ecosystem
The campaign and the influencers' content was activated and amplified through an ecosystem consisting of the influencers' own blogs, YouTube and Instagram channels, as well as Karoline's Kitchen's marketing mix.

The content was compiled on Karoline's Kitchen's landing-page, where consumers can continuously be inspired and educated across all three products.

Results

  • 640,000 organic and voluntary exposures
  • 6% commitment rate across all influencer channels
  • 3:20 min. time spent on content & brand
  • Index 155 traffic to website
  • Index 251 in SoMe followers aged 18-34
  • Index 118 sales across the category during the campaign
  • Index 126 sales in double cream during the campaign

Hero film

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Influencer content

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Interview

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Landing page

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