Linqia - Multicultural Campaign

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Company: Linqia, San Francisco, CA, USA
Company Description: Linqia is an influencer marketing platform that is changing how brands think about their content marketing programs. Founded in 2012, Linqia works with over 200 leading national brands including Black & Decker, Epson, Gerber, Herdez, JP Morgan Chase, Kimberly Clark, Mezzetta, NBC, Nestle, Purina, Samsung, Unilever, Viacom and Walmart. Linqia is headquartered in San Francisco, CA.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Multicultural

Nomination Title: Herdez Celebrates the Mexican holiday Las Posadas with Linqia's Hispanic Influencers

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

Herdez, a brand of authentic Mexican food products ranging from salsas to tortillas, wanted to raise brand awareness and connect with its Hispanic consumers in a meaningful way. To do so, Herdez focused on Las Posadas, a 9-day Mexican Christmas tradition based on the biblical journey of Mary and Joseph and their search for an inn to stay before the birth of Jesus. Every December 16-24, friends, families, and neighbors participate as “innkeepers” and host a Posada (hotel or inn) in their home each night. The evening’s host family provides traditional Las Posadas food—an essential element to the festivities. Herdez created a Las Posadas landing page with different recipes the hosts could prepare but needed to drive traffic to the page and generate entries for a Las Posadas giveaway.

Herdez teamed up with Linqia to connect with Mexican and Mexican-American influencers in the U.S. with strong interests in home cooking, food photography, and family traditions. During the program, 61 Linqia influencers in the Parenting and Food verticals shared their family’s Las Posadas traditions and included original photos of old family recipes that were spiced up with Herdez ingredients. They encouraged their audiences to share pictures and stories of their own Los Posadas memories with the hashtag #MisPosadas. Including the #MisPosadas hashtag also entered the individual in the Herdez Las Posadas giveaway contest.

By the end of the program, influencers created a total of 1,303 blog stories, social posts, and photos about their Las Posadas celebrations - 163% more original content than the program goal. The content reached 7.6 million people, resulting 487% more engagement across Twitter, Facebook, Instagram, and Pinterest. The influencer content drove 22,432 audience members to the Herdez landing page, sending 44% more traffic to the Las Posadas landing page than the goal. The high quality food photography that accompanied each recipe was also a big hit— the top influencer Instagram posts with the #MisPosadas hashtag received 5x more likes than an average Instagram post.

Audience engagement with the influencer blog posts, photographs, and social posts resulted in $17,240 in earned traffic, dropping Herdez’s contracted cost-per-click by $0.77. In the six months after the program’s conclusion, influencer content continued to surface in search results, driving 15,616 consumers to the Herdez landing page and generating an additional $39,040 in earned clicks. The program’s total media value was 3.3x the $45,000 total program budget.

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Recognized as one of the leading women in technology by Forbes, Maria Sipka is the president and co-founder of Linqia, the first performance-based influencer marketing platform. Linqia works with over 200 leading national brands including Bertolli, Black & Decker, Epson, Gerber, Herdez, JP Morgan Chase, Kimberly Clark, Kotex, LaPrairie, Mezzetta, NBC, Nestle, Nickelodeon, Purina, Samsung, Stanley, Unilever, Viacom and Walmart. Prior to Linqia, Maria was the founding COO at XING, Europe’s leading business network, where she led XING’s communities and premium group offerings, exiting shortly after its IPO. She also founded the content marketing agency Cherry Communications at age 18 and grew the agency to be one of the most respected consultancies in Australia. She currently lives in San Francisco with her family.