The client
Founded in 1905, SCS is Singapore's beloved Butter brand. SCS revels in a distinguished legacy of serving every household's favourite butter for 115 years and counting. SCS Butter's rich and velvety taste is a hallmark of premium quality, passed down through generations with its signature pure creamery range.
The objectives
The campaign aimed to:
- Boost awareness of the limited edition SCS Pineapple Tarts.
- Capitalise on the bustling end-of-year period as we approach Lunar New Year.
- Highlight the seasonal product through unique and creative lenses.
What was the campaign brief?
In this campaign, we engaged two categories of influencers—nano and micro-influencers. Each group received an identical brief: to craft an Instagram Reel promoting the limited edition SCS Pineapple Tarts.
The brief provided three specific angles for the influencers to choose from, fostering a targeted yet imaginative promotional strategy, with each angle highlighting a particular product set.
There were tasked to purchase either the SCS Premium Goodies Gift Box, SCS Gift Set or the Regular/Large SCS Pineapple Tart to fit into the respective 3 content angles below:
- Not gatekeeping SCS Pineapple Tart
- SCS Pineapple Tart, the gift of choice
- Blind taste test with SCS Pineapple Tart
In their Instagram Reel, influencers are tasked with creatively showcasing SCS Pineapple Tarts through one of the following must-do angles:
1. Not Gatekeeping SCS Pineapple Tart:
- Dive into the 'gatekeeping' trend by explaining why you've been keeping SCS Pineapple Tarts all to yourself (hint: they're too irresistible to share!).
- Offer a detailed description of the SCS Pineapple Tart's flavor and share your personal reasons for loving it.
2. SCS Pineapple Tart, the Gift of Choice:
- Create a POV or Vlog capturing your quest to find the perfect CNY gift, leading to the discovery of SCS Pineapple Tarts as an affordable, presentable, and delightful option.
- Produce a "Follow me" Vlog explaining why SCS Pineapple Tart is your go-to gift choice.
- Craft a secret hack/hidden gem video, positioning SCS Pineapple Tarts as the ultimate undiscovered treasure for gifting.
- Engage your audience with a humorous skit showing your attempts at baking homemade pineapple tarts, humorously failing, and then choosing to gift SCS Pineapple Tarts instead.
3. Blind Taste Test with SCS Pineapple Tart:
- Participate in the blind taste test trend, showcasing various angles of the SCS Pineapple Tart and narrating your experience throughout the taste test.
Maximising Viral IG Reels & Timing for SCS Pineapple Tart Buzz
SCS skilfully utilised viral trends on Instagram Reels to elevate their seasonal product, recognising that engaging the audience through these trends is crucial for differentiation during the bustling end-year period, particularly as consumers prepare for Lunar New Year festivities in early January 2023.
By showcasing a variety of three distinct trends, SCS not only demonstrated the versatility of their product but also catered to diverse consumer interests. Opting for a dual-tier influencer strategy, they engaged both micro and nano influencers, each offering unique advantages—from wider reach to highly engaged audiences. This strategic choice ensured a broad yet targeted approach to marketing their seasonal product.
Initiating the campaign in early December allowed SCS ample time to generate anticipation and excitement, capitalising on last-minute shopping behaviours before the Lunar New Year celebration. Given the exclusive nature of the SCS Pineapple Tarts, the campaign emphasised creativity to highlight the product's uniqueness, making it a standout choice for the festive season.
The results
Despite a small number of Partiposters, the campaign exceeded the proposed results:
- The nano-influencers collectively reached 97.4k followers, while the micro-influencers had a wider reach, with 153k followers.
- The content produced by nano-influencers garnered 20.1k views, and micro-influencers achieved higher views at 34.7k.
- The Engagement-Views rate, calculated as views per number of followers, was 21.5% for nano-influencers and slightly higher for micro-influencers at 22.8%, both showcasing positive reviews.
The takeaway from this campaign
Unlocking the secrets to a successful seasonal campaign lies in a brand's understanding of its goals and impeccable timing, a challenge SCS Pineapple Tarts mastered by creatively standing out amidst festive clutter.
The power of a carefully chosen group of influencers, armed with inventive briefs and the essence of punctuality, proved pivotal in amplifying product awareness and driving sales.
Dive deeper into mastering seasonal campaign strategies with Partipost. Reach out and let's embark on elevating your influencer marketing campaigns to new heights together.