Linqia - Multicultural Campaign
Company: Linqia, San Francisco, CA
Company Description: Linqia is a leader in performance content marketing technology, delivering turnkey influencer marketing programs that are guaranteed to deliver concrete business results. Linqia is the easiest way to inspire action with your target audience, reaching today’s consumers through authentic, influencer-generated content.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Multicultural
Nomination Title: Gerber Drives 25x More Coupon Downloads from Hispanic Moms in Texas through Influencer Marketing
Tell the story about this nominated campaign since January 1, 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
Gerber® wanted to raise awareness of its Stage 1 Gerber Good Start® formula among Hispanic moms in Texas and provide them with deeper education about the benefits of the product. Gerber partnered with Catapult and Linqia to launch an influencer marketing program designed to reach this hyper targeted demographic.
Linqia connected Gerber with 24 Hispanic influencers in Texas who have children under a year old - the suggested age for babies drinking Stage 1 Gerber Good Start® formula. The two-flight program, titled “Happy Baby, Happy Family,” revolved around the idea that when your baby is happy, your family is also happy. The influencers shared stories about their family’s formula for happiness, many of which intertwined their strong familial values and unwavering faith. The influencers also revealed that Stage 1 Gerber Good Start® formula provided a tangible piece of happiness for their families as it helped keep their babies in good spirits. One influencer provided a unique anecdote for the program, as she was pregnant during the first flight and expressed her excitement to use Stage 1 Gerber Good Start® formula with her newborn. By the second flight, she had already given birth and was able to bring her story full circle as she detailed her experience with the product.
In addition to sharing the role Stage 1 Gerber Good Start® plays in their formulas for happiness, Linqia influencers encouraged their audiences to visit the program landing page where they could learn more about the product and download a coupon for $6 off to try it for themselves. Because Gerber was specifically testing the product in this particular demographic, the coupon was only accessible to consumers living in Texas.
By the program’s end, Linqia influencers created 500 pieces of original content, reaching nearly 3.5 million consumers in their target demographic and driving over 8,500 visits to the program landing page. The unique blog stories, product photography, videos, and social posts inspired nearly 7,500 audience engagements and a 4x jump in coupon downloads from flight 1 to flight 2. In comparison, Gerber’s paid Facebook ads targeting the same demographic with the same offer returned a small percentage of coupon downloads, proving influencer marketing to be 25x more effective channel at driving conversions than paid social media.
Gerber also took the best performing program content and ran a paid amplification program on Facebook, which measured the total number of clicks driven from the paid social ads to the program landing page. The influencer-generated content resonated with the targeted audience, driving 2X more traffic than Gerber’s goal.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).
-Targeted audience: Linqia and Catapult were able to connect Gerber with 24 Hispanic mothers in Texas over the course of the two-flight program.
-Optimization: Linqia was able to drive 4X greater performance from the second flight as a result of their program optimization.
-Traffic: The influencer content drove over 8,500 visits to the program landing page vs. a goal of 7,000 and the paid Facebook amplification program using influencer content drove over 35,000 people to the landing page, which was more than 2X the program goal.
-Conversions (downloads): Linqia’s influencer marketing program drove 25x more coupon downloads than paid Facebook ads promoting the same offer.