Linqia - Dorot’s Influencer Marketing Program

 

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

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: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Packaged Food

Nomination Title: Dorot’s Influencer Marketing Program Reaches 17.4M; Drives a 15% Increase in Sales Lift and 44,000 Online Engagements

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Dorot wanted to raise awareness around its unique product offering and drive audiences to its newly designed website. Dorot partnered with Linqia to launch an influencer marketing program that encouraged consumers to buy Dorot products at their local Trader Joe’s or Whole Foods.

Linqia connected Dorot with 60+ influencers in the Food, Lifestyle, Parenting, and Home & Garden verticals, all of whom have an interest in cooking, recipes, and new ingredients. The influencers introduced their audiences to Dorot’s innovative product - frozen, pre-measured cubes of various herbs - by documenting their in-store buying experience and sharing their favorite recipes using Dorot products with mouthwatering food photography.

The influencers crafted stories that educated their audiences about Dorot’s numerous benefits, including its affordability, the convenience of the pre-measured cubes, and the product’s long shelf life. The influencer content even revealed new product benefits, including a new use case as a burst of flavor for salad or soup and the revelation that its products don't make consumers fingers smell like garlic. Linqia’s influencers encouraged their followers to visit the program landing page where they could learn more about Dorot’s unique product benefits and download a coupon.

By the end of the program, the 2,100+ pieces of influencer-generated content (blog stories, recipes, videos, photos, and social posts) reached nearly 17.4 million people, more than double the program goal. The variety of original content resonated with the audience, resulting in a 15% increase in sales lift at Trader Joe’s and inspiring nearly 44,000 online consumer engagements. Additionally, the influencer content drove over 22,600 clicks to Dorot’s landing page where consumers could find more delicious recipes. Dorot even repurposed the program’s most inspiring content on its Facebook page, driving audiences back to the influencers’ original blog posts to learn more

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

- Awareness: Influencer content reached nearly 17.4 million people, more than double the program goal.
- Engagement: Linqia’s influencers inspired nearly 44,000 comments, likes and shares of the blog and social posts featuring Dorot products.
- Traffic: The influencer marketing program drove nearly 22,700 people to the Dorot landing page.
- Sales: The program drove a 15% increase in sales lift at Trader Joe’s.
- In-Store Product Photography: Influencers documented their in-store experience at Trader Joe’s or Whole Foods by sharing photos of Dorot products on shelf.
- Quality Content: Influencers shared their favorite recipes using Dorot products and included mouth-watering photography of the final product.