Schwan’s
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The Challenge
Schwan’s Red Baron, a frozen pizza brand celebrating 40 years as a favorite for family pizza night, wanted to raise awareness about its #RedBaronTimeless campaign by driving visits to the landing page, where people could scroll through the brand’s historical timeline and find their favorite Red Baron pizza flavors. The brand, seeking earned media coverage to complement its paid efforts, wanted to show the timelessness of the “pizza night” tradition through stories and photos from real people. With a tight turnaround time, Red Baron needed a turn-key influencer marketing solution that could handle the heavy lifting and time consuming aspects of building and launching an influencer program in a quick, cost effective manner.
“Working with Linqia increases our efficiency. All of the matching, communication, program management, and performance analytics are automated through the platform and complemented with services, allowing me to focus on the strategy and messaging. If I had to do this myself, it would have been far more expensive for my clients to run a similar program.”
SENIOR ACCOUNT EXECUTIVE FOR RED BARON
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
Red Baron teamed up with Linqia to connect with over 50 influencers in the Parenting, Travel, Food, and Lifestyle verticals. The influencers shared memories of past pizza night traditions and included throwback photos of their families spending time together while bonding over pizza. The influencers also talked about Red Baron pizza and how it helps them continue the timeless pizza night tradition with their own families today.
By the program’s end, Linqia influencers created over 1,400 original blog stories, photographs, recipes, and social posts about Red Baron pizza. The personal stories and photos resonated with the audience, resulting in 388% more engagement than projected. Overall, the program generated 36M potential impressions and drove 15,000+ visits to the Red Baron landing page. By partnering with Linqia, Red Baron was able to successfully run an influencer program that involved more influencers and generated more original content in a shorter period of time and for far less money than if they had run a program in-house.
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
The program generated 22.9M potential impressions.
Linqia influencers created over 1,400 pieces of original content including blog stories, recipes, photographs, and social media posts.
People engaged with the original content nearly 23,000 times, 388% more than the program goal.
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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