Online UGC, offline sales. 118 micro-influencers. Codes that track every buy.
Caroli Foods Group is the leader of the processed meat market in Romania. With over 200 products split between 5 owned brands: Caroli, Campofrio, Sissi, Maestro and Primo.
118 micro-influencers turned ambassadors, 1,000+ pieces of UGC.
Challenge
Caroli wanted to activate online influencers, but generate & track offline sales from supermarket chains.
Solution
We came up with a micro-influencers affiliate marketing campaign. We sourced 118 micro-influencers to become ambassadors and fuel UGC in order to drive engagement and sales volume offline. We had high hopes for this campaign and the influencers really delivered. Content was the secret weapon to deliver offline sales and increase campaign awareness. We made an FMCG brand instagramable. The brand tracked UGC performance – they looked at engagement (likes, comments), but also the quality of the content produced. It was important to be similar in style not only to the campaign specifications, but the company branding. Then, Caroli distributed the UGC in the engagement platform. This meant that the content served multiple purposes and engaged various audiences. The same content was seen on Instagram, on the website and, repurposed, as ads.
Results
Through careful influencer analysis, a strategic focus on offline+online, combined with Flaminjoy’s technology, Caroli turned a regular NCP into a massively successful example of UGC delivering tangible results for this FMCG brand.
