Case Study
#SipOfChange
Challenge
How do we leverage Influencers to maximize digital engagement?
COVID was an interesting time for digital in general, characterized by record numbers, higher watch times, and major engagement for those who knew how to position themselves the right way.
Storia wanted to capitalize on this by leveraging influencers to consistently drive engagement and awareness for some of their main SKUs.
The question for us was: “What structure should we implement to drive growth consistently over a period of 6-7 months?”
Goal
Driving Positive Change Through the 'SipOfChange' Communication
Storia aimed not only to change audience behavior but also to position itself as the first step toward making positive, healthy changes. This is where the “SipOfChange” communication came in, a concise message that encapsulates who Storia is, what it represents, all the while maintaining a direct product connect which can be associated to their key SKU’s.
To effectively convey this message, we needed a well-executed approach, which is where influencers played a crucial role. We allowed influencers to create content in their own style, humor & persona while consistently driving home the message that Storia is the catalyst for change. In order to drive such a major shift in perception, a one-time activation would not suffice to establish this connection.
Therefore, we reinforced this message over months, engaging over 300 influencers to ensure the message remained strong & resonant.
Result
Comfort & Engagement with every Sip!
The campaign generated over 1,000 tagged Instagram content pieces, with a total reach of 10.6M+ & 983K+ engagement with over 9,000+ Storia shakes & coconut water sampled during the duration of the campaign.
