A new market. A hundred creators. Soup makers and more.
For over 80 years, Morphy Richards has been a pioneer in household appliances in Europe, both in terms of latest designs as well as technology.
A hundred creators, 1,000+ pieces of UGC.
Challenge
Morphy Richards opened the Romanian market with a very small team and a very big target. They needed to build market share in the soup maker category and gain market traction in both D2C and Marketplaces channels. While it had multiple product categories, the differentiator was a product less known to this market: the soup maker. A combination blender and heater, that helps busy individuals cook a simple or creme soup in a matter of minutes. The smoothie maker function allows for delicious drinks from vegetables and fruits, at the touch of a button.
Solution
Flaminjoy provided content sourcing and ideation with Micro Creators at scale & Ads Amplification. The platform’s advanced filtering abilities allow brands to find influencers by Location, Age, Gender and Niche. Because we were looking for people in the Health, Cooking and Lifestyle Niches, we had an easy way of gathering the first batch of creators. Briefing influencers on the brand and the campaign specifics used the standardized way of sending information through Flaminjoy. They saw all the data they needed to create content, including DOs and DONTs. These were very specific instructions on how to present the company, the products and their features. We saw a large interests in the soup maker category, as it provided both emotional and functiona benefits.
Results
Morphy Richards recognized early on the power of social and User Generated Content. Flaminjoy provided the technology and the team to power the brand’s national ambitions. Creators proved to be a key element in Morphy Richard’s strategy to enter the Romanian market, as they brought inspirational content and provided trust to their communities. This, in turn, transformed into brand awareness and sales.
