To support this young brand in terms of awareness and market penetration, we have started an influencer marketing collaboration. For this, we focused on (1) a positioning objective around sustainable and premium values, as well as (2) the brand preference on a very competitive coffee category. True advocacy was thus activated with engaged nano & micro influencer profiles: 3,000 exactly for the French market. All were already coffee consumers and owners of a compatible machine. 

Influencer marketing is a channel that enables us a direct communication with the audience​. It’s also the opportunity to go into details, in an authentic way, with a pedagogical approach. Throughout the campaign, we take the time to cover different topics – what few other channels allow us to do. Such activations are complementary to the brand communication plans with traditional media like TV. 

Aline Veillerette, Marketing Manager France, Delica AG

Strong brand engagement leading to a 5.44€ campaign ROI.

After 2 months of education and product tastings at home, the unpaid influencers completed their missions. They organized gourmet moments with their friends and family, helped them discover the world of Café Royal and its many varieties of coffee. Offline experiences were shared on social media with the hashtags #LeMeilleurDuGoût #RoyalEtResponsable and the brand mention @CafeRoyal.fr. Finally, they filled out questionnaires to share their sincere opinion with the marketing team. 93% stated that they would recommend the products to their network, and 86% that they would even buy them right after the campaign.

This purchase intention was afterward confirmed by our measurement partner IRI based on the analysis of 10 retailers. On the activation period, an uplift of 3.7% sales volume (units) and +3.1% sales value was observed. Leading to a positive ROI of 5.44€ in short term.

Beyond the campaign KPI, we were able to see impacts on our monthly brand tracking measured by Yougov. The influencers have allowed us to maintain the good results of our media campaign of the previous months. Our awareness, impressions and consideration are soaring over the June period (activation). And, we are confident that we will see a repeat performance in September with our ongoing operation on TRND.

Aline Veillerette, Marketing Manager France, Delica AG

Scroll down to get the campaign KPI results!