Enticing Cheese Lovers
Tasked to spread the word and engage with cheese lovers, Clarion’s digital team worked with a range of food micro-influencers while partnering with larger influencers to drive mass awareness and additional engagement. Owned and partner content was further supported with paid, optimised to deliver video views among key audiences. Clarion’s work with Savencia Fromage and Dairy has helped lift its cheeses to new heights
Savencia’s Saint Agur Blue is a distinctive blue cheese from France’s Auvergne region. To help the brand see out 2020 in style, we launched an exclusive series of Saint Agur recipes prepared by none other than legendary French chef Raymond Blanc.
To spread the word and encourage cheese lovers to try Raymond’s creations, Clarion’s digital team worked with a range of food influencers, targeting micro-influencers’ highly-engaged followings while partnering with larger influencers to drive mass awareness and additional engagement. Owned and partner content was further supported with paid, optimised to deliver video views among key audiences. Lastly, we topped promotional activity with a competition to win a delicious cheeseboard, wine and a (virtual) meeting with Raymond himself.
And the results? In addition to more than 2,000 competition entries and over 15,000 influencer engagements, Saint Agur's Instagram following increased by almost a third, while organic impressions increased by almost 300%.
Savencia are also renowned for Chavroux, their goat's cheese with a mild, light flavour. Clarion Digital work alongside their in-house team, producing monthly feed content, partnering with foodie influencers to whip up delicious goat’s cheese recipes, and collaborating with photographers to capture the brand’s enticing cheesy goodness. Meanwhile, paid promotion ensures this content hits the spot among Chavroux’s target audience of food aficionados and everyday cheese lovers.
As with Saint Agur, results have been exceptional. On average, Instagram content generates some 17k engagements per month (20% ER), while Facebook achieves almost 7k (9% ER). Six influencers have been secured so far this year with a combined following of over 150,000 foodies, generating more than 5k engagements (3.3% ER).
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