Herdez
Winner of Gold Stevie® Award for Communications or PR Campaign of the Year – Multicultural
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The Challenge
Herdez, a brand of authentic Mexican food products ranging from salsas to tortillas, wanted to raise brand awareness and connect with 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.
“Linqia is a great partner for Herdez, and we want to continue working with [the] team. We love the content Linqia influencers create, both the recipes and photos. The program dashboard is so easy to use and lets us stay updated on the program effectiveness in real time.”
Herdez Media Supervisor
CAMPAIGN HIGHLIGHTS
- 41.5% View Thru Rate (29% stronger than TikTok’s 32.2% benchmark)
- 102% increase in mentions
- 160.4K Products Transferred to Cart
- $2.8 MM Carted Value
- +5.2% ad recall as measured by TikTok Brand Lift Study
BAYER: A LEGACY BRAND THAT STILL FEELS FRESH
Founded in 1863, Bayer is one of the longest-lived companies in the world, yet the brand is as relevant today as it was nearly 200 years ago. Their endurance and success is the result of their scientific innovation in the pharmaceutical space, but it is also due to their willing enthusiasm to adapt and evolve with changing times.
WHY BAYER CHOSE LINQIA
Linqia and Bayer have worked together on dozens of campaigns and the ongoing partnership drives business results that outperform previous benchmarks. “What sets Linqia apart is their entire sequence of capabilities. Unlike other influencer marketing companies who just offer creative, or measurement, Linqia has everything—there are no gaps in the chain. They stole my heart with strategy, but kept my loyalty with their measurement and results. Everything is best-in-class,” remarked Vitola.
What sets Linqia apart is their entire sequence of capabilities.
Everything is best-in-class.”
Everything is best-in-class.”
Denise Vitola | VP Brand Integration PR, Social & Influencer at Bayer
The Solution
Herdez teamed up with Linqia to reach Mexican and Mexican-American influencers in the U.S. with strong interests in home cooking, food photography, and family traditions. During the program, Linqia influencers 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 163% more original content than the program goal, resulting in 44% more traffic to the Las Posadas landing page than committed to. The influencer audiences deeply identified with the Las Posadas theme, evident in the engagement rate, which was 487% over the program expectation. The tantalizing food photography that accompanied each recipe was also a big hit— the top influencer Instagram posts with the #MisPosadas hashtag received 5x more Instagram likes than average.
WHY BAYER CHOSE LINQIA
Music is a core component of any successful influencer campaign, and for the 50+ audience on social media, familiarity and nostalgia win. So Bayer’s One A Day team and Linqia decided to remix the famous “Teach Me How to Dougie” song from the 90s—but with a twist. For the newly minted “Teach Me How To Gummy,” Linqia developed a dance challenge that featured seven creators on TikTok including Alfonso Ribeiro (@alfonsoribeiro) to lead the campaign.
Though the influencers’ primary platform was TikTok, they each had an Instagram and/or Facebook presence as well and cross-posted their content to those channels.
In order to pull this off, Bayer needed to secure music publishing and performance rights to the original track. Music licensing is a daunting task, and if done incorrectly, can create a whole new headache of legal issues for brands. Luckily, the Linqia team is well-versed in this space and negotiated a deal for the original song so that they could use their version in the campaign.
THE RESULTS
Linqia influencers generated 1,300+ pieces of content for the Herdez program.
People pinned photographs from the Herdez program to their own Pinterest boards 1,300+ times.
Audiences engaged with blog stories and social media posts 487% more than anticipated.
60+ communities run by Mexican or Mexican-American influencers participated.
HIGHEST PERFORMING POST
@CynthiaGouw | Active Living/ Beauty
- 4.9% ER
- Drove a 3X Higher IG ER*
- *Instagram Engagement Rate Benchmark (static content): 1.08%
Supported by Linqia’s applied learnings, the campaign saw better performance on Facebook and Instagram. Facebook delivered more efficient awareness and impressions, with CPMs averaging 32% cheaper than paid TikTok impressions. Linqia also saw stronger CTRs on Facebook when compared to TikTok, with a 13.1% CTR compared to a 1.6% CTR. All in all, the campaign drove a 1.7% increase in purchase intent, a +2.5% lift in unaided brand awareness, and +5.2% lift in brand favorability.
Comment threads blew up with enthusiastic people, many of whom took on the challenge themselves, and One A Day sales jumped with $2.8MM worth of carted value driven from the campaign.
Awareness
“Awesome Energy” – Tata
brand loyalty
“Great job I love those vitaimns” – Trisha
Consideration
“Vitamin gummy’s are life at my age now lol” -Lupita
Intent to purchase
“Yasss. You just inspired me to switch. Just left Walmart and got me
some Women One A Day” – Chantae
some Women One A Day” – Chantae
The campaign hit every high-level business objective, while staying true to Bayer’s brand values. Combining pop-culture nostalgia with a trending dance challenge, Bayer showed that age is just a number (for companies and consumers) and authentic content wins every time.
let’s work together
We know that the influencer space can be overwhelming, but it’s a must-have for every brand looking to scale in today’s social media space. Want a local tour guide to lead your brand through the complexities of the influencer ecosystem and come out on top? Look no further than Linqia. Click here to request a custom influencer marketing campaign consultation today.
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