The client
Aroma Truffle is a brand known for its dedication to bringing the authentic taste of Italy to a global audience. They are renowned for creating the "World's Strongest Truffle Chips" and are committed to producing sophisticated yet consistently delicious products. Their mission is to share the essence of Italian cuisine with the world through their innovative and high-quality offerings.
The objectives
There were three objectives to achieve in this campaign:
- Generate buzz for their pop-up store at Takashimaya
- Increase awareness of their product, Aroma Truffle Chips
- Leverage on authentic-user generated content to boost sales
What was the campaign brief?
This campaign involved collaborating with our Partiposters (influencers) with a minimum of 200 followers on Instagram, to visit the Aroma Truffle pop-up store at Takashimaya.
They were required to purchase at least one flavour of Aroma Truffle Chips at a discounted price and share it as an Instagram Story on their profiles.
The IG Stories had a few guidelines, including:
- Ideally, the Partiposter should film themselves opening and enjoying the truffle chips.
- Alternatively, they could create a video while visiting the booth and purchasing the chips.
Then, in the Stories itself:
- Mention the tagline, "World's Strongest Truffle Chips."
- Highlight the Takashimaya Pop-Up Special Promo: "Buy 5 Free 1."
- Include the geotag for Takashimaya as the location.
- Lastly, the Partiposter had to genuinely share what they liked most about the product, whether it was the taste, packaging, price, experience, or overall promotion.
How the campaign leveraged in-person buzz and IG Stories to drive sales
What makes this campaign truly stand out is how we brought so many Partiposters right to the store, creating a bustling atmosphere at the pop-up spot. It got people curious, which led to a boost in in-store visits, indirectly causing sales to increase three times higher than last year.
Furthermore, Aroma Truffle extended an exclusive offer to our Partiposters, who are also their customers. This unique offer resulted in an impressive 30% conversion rate, indicating the strong connection this campaign established with their audience.
By incorporating IG Stories as the deliverables, we aimed to create a buzz that would resonate with Partiposter's followers, showcasing the pop-up store and exclusive promotions offered on that day. This approach allowed us to tap into the immediacy and popularity of IG Stories, maximising our reach and impact during the campaign.
The amplification effect of IG Stories also raised awareness, boosting the likelihood of people making purchases either at the pop-up store or online. It, in turn, significantly increased overall sales.
The results
Our initial campaign proposal aimed for an average reach of 200,000, but the results far surpassed our expectations, reaching over double that figure. This remarkable outcome underscores the incredible effectiveness of leveraging the collective power of 100 Partiposters, each sharing the same content with their respective followers.
Furthermore, the Average Partiposter View Rate exceeded expectations, hitting an impressive 8.24%. We calculated this rate by averaging the individual View Rates of all our Partiposters.
The takeaway from this campaign
The unexpected highlight of this campaign was the extraordinary 30% conversion rate achieved, showcasing the incredible impact of influencer marketing when executed effectively. The pop-up campaign not only generated immense brand awareness but also drove tangible results. This campaign was also a testament to the effectiveness of IG Stories in generating buzz, amplifying reach, and achieving remarkable results.
It illustrates that with the right strategy and collaborations with influencers, you can achieve conversions in this dynamic landscape.