The client
Sake Singapore sets the bar high when it comes to selecting brewery partners. Through a careful selection process, Sake Singapore has built strong, collaborative relationships with some of the most renowned and well-established breweries in Japan.
The objectives
- Promote an exciting new product and get it on everyone’s radar.
- Encourage purchases and increase visits to the website.
What was the campaign brief?
For this campaign, we collaborated with micro-influencers to showcase the authentic Italian experience provided by Bottega Moscato.
Influencers were asked to create bright, high-resolution videos following one of the themes provided, such as "I miss Italy / Italy experience in Singapore" or "Did you know?". They needed to include voice overs or text overlays reviewing the product, mentioning purchase locations, and sharing how it reminds them of Italy.
Influencers also had to tag Sake Singapore and mention Bottega Moscato, which was the featured product in their captions. Additionally, they were asked to incorporate at least two unique selling points to highlight the product's authenticity and connection to Italy.
Connecting with followers through experience-based campaigns with micro-influencers
For this campaign, we strategically selected micro-influencers who are alcohol enthusiasts with followers ranging between 5,000 to 30,000. These influencers were chosen because they cater to a specific niche that aligns perfectly with the product being promoted—Bottega Moscato.
Micro-influencers with a dedicated interest in alcohol have followers who share similar interests, making them an ideal choice for reaching an audience that resonates with the product. They can effectively target both a broad and selected audience. Their followers, who may also be enthusiasts, can relate to the content being shared, creating a deeper connection and understanding of the product. This relatability leads to increased interest and, ultimately, sales. By choosing influencers who are already passionate about alcohol, the campaign naturally attracts followers who are likely to be interested in trying out Bottega Moscato.
Considering the sensitive nature of promoting alcohol, the campaign brief was designed to create a holiday-like experience. Influencers were encouraged to share how Bottega Moscato reminded them of an Italian getaway, evoking the pleasure of enjoying a beverage in a relaxing and authentic setting. This approach not only made the promotion more relatable but also helped create an environment and experience that others might want to replicate, thus increasing the likelihood of purchase.
Furthermore, micro-influencers are known for their personal touch and the ability to educate their followers. For this campaign, we leveraged their point of view to share about a product they genuinely enjoy and how others can easily access it. This educational aspect was a critical delivery requirement in the brief, ensuring that the influencers provided detailed information about Bottega Moscato, including its origins and unique selling points. This not only informed the audience but also built trust and authenticity around the product.
The results
- The campaign engaged 9 micro-influencers, collectively reaching an impressive cumulative audience of over 291k. This extensive reach demonstrates the power of micro-influencers in amplifying the brand's message to a broad audience.
- The view rate of 22.4% highlights the compelling nature of the content and the influencers' ability to connect with their followers. This metric demonstrates that a substantial portion of the audience not only viewed the content but engaged with it, proving the campaign's resonance with the target demographic.
The takeaway
By selecting micro-influencers with a specific niche in alcohol enthusiasm, the campaign ensured that the content was highly relevant to the audience. This strategic choice contributed to the high engagement and view rates, as the followers of these influencers are genuinely interested in the product category.The campaign's success in leveraging micro-influencers' educational and relatable content effectively created a holiday-esque experience, making the product more appealing. This approach not only drove interest and engagement but also positioned the product in a context that resonated well with the audience, leading to increased interest and potential sales.Ready to elevate your brand with targeted influencer marketing? Partner with Partipost to connect with the right influencers and create impactful campaigns that resonate with your audience.