We accepted the challenge to help General Mills in Spain to raise awareness, increase penetration and generate product trials of Nature Valley.

A perfect influencer mix to achieve Nature Valley goals

We selected 1,000 daily or weekly snack consumers who didn’t heard about Nature Valley, enjoyed outdoor activities, and met the brand’s target criteria. Furthermore, we partnered with 6 macro influencers who focused on lifestyle, fun and sports content. They had 132,000 followers on average.

The content creators received Nature Valley bars, along with a detailed project guide where they could find all the important information about the product and the campaign. We guided them through the project with clear CTAs and challenges. We also inspired them with quality content examples.

4.1M online impressions behind +1.6K contents

After the education phase, the nano influencers tried the Nature Valley bars and shared their experience through creative content in their social media profiles. They achieved +3,2Mio online impressions, mainly behind Instagram, exceeding the initial target by 6 times. In addition, they gave +84K unique offline personal recommendations.

They were so impressed by the product that they rated it 4.3/5 and 81% said that they would buy it after the campaign. 94% of the nano influencers also approved the brand USP: “Nature Valley, get out more and enjoy. They are the perfect bars to take anywhere and eat at any time.”

By relying on the macro influencers, we managed to increase our reach with +865K more impressions. Their online content achieved 11,165 interactions and an incredible average engagement rate of 4.5%.

Scroll down to discover the key KPIs.