Meat alternatives, talked about. Micro-influencers. Instagram and TikTok.
Verdino, part of Prefera Food Group, is a leader in CEE in the meat alternative with innovative and tasty plant-based food, with pea-proteins.
1,000+ pieces of UGC about plant-based food.
Challenge
The brand was looking to increase the share of voice of meat alternatives products among a predominantly traditional population.
Solution
Use micro-influencers as a way to create attractive content was part of the plan, as well as activate their communities to talk about meat alternatives. Some had already started “Meatless Mondays” and now had even more reasons to stick to the plan. Finding the influencers was fairly easy, as we used the Creator Campaigns feature to filter by location, age and niche. This gave us a starting point to dig deeper and find the right creators. Going through their individual profile, we saw the growth of their followers and the content they posted in the past few months. Thankfully, the younger generations are very open to alternative, so we had no issues with the creators trying the meat alternatives. Some of them were happy they could express their passion, since they were already using them from time to time. This gave them more incentives to create great content.
Results
Since they had recently opened their ecommerce store, we could track the impact of social and influencer tactics on sales, in direct analytics. Results were good enough to launch campaigns on TikTok, which also proved to be a sales-driving channel for Verdino, with little costs.
