Covrigei italienesti, made instagrammable. Forty micro-influencers. An Italian vibe, in one month.
From a family company to one of the regional FMCG leaders. Founded in 1994, Alka Co was one of the first local coffee roasters in Romania. In time, with portfolio extension and strategic approach on distribution, the Alka Group was founded. Today, Alka Group specializes in the production of the highest quality waffles, cakes, coffee, seeds and salty snacks. The group’s success is based on its mission, vision and integrated values.
Forty micro-influencers, 171 pieces of content, one month.
Challenge
Drive awareness online about the “Covrigei italienesti” ingredients (ex: olive oil).
Solution
Use micro-influencers to create authentic content with an italian vibe in order to increase awareness about Alka’s products. First, we needed to find the right influencers to serve the purpose of this campaign. The Creator Campaigns feature makes it easy to filter creators, but also look through their past content. This allowed us to have a first batch for the brand to approve fairly quickly. The influencers being involved in healthy activities (going out, running, socializing, etc.) Second, briefing them was a matter of compiling the most important information from the brand into a simple to understand list for influencers. Because the Creator Campaigns feature transform the brief into a standardized way of compiling text, this step was a walk in the park. For DOs and DONTs we mention what things to include and what to avoid.
Results
Alka started as a family company, but evolved into one of the most known snack producers in Romania. This was thanks to its investment in technology and people, but also thanks to its vision in using UGC for a FMCG product, in a campaign with a wide appeal.
