This year, the Boursin® brand of fresh cheese is inviting itself to the tables of Canadians to make the holiday season a festive, creative, distinguished and tasty time. An invitation signed by Boursin®, which aims to inspire all hosts at the end of the year. Whether traditional or non-conformist, Boursin® will help every Canadian make this event a success.
The challenge
To mark the importance of the holiday season, Boursin® is offering a reception guide in the form of a microsite. It illustrates the art of entertaining “the Boursin® way” and gives visitors all the tools they need to make their holiday table a real success.
Through three atmospheres: chic and jazzy, holiday brunch and relaxed and festive, the brand is positioned as a must for successful invitations.
photo credit: @basicswithbailsThe mandate
In order to promote the Boursin® brand as the ideal creative partner for the holiday season, Made in’s strategists recommended the implementation of a multiplatform influencer campaign.
This operation aims to inspire millennials in every way, through content integrated on TikTok, Instagram, Pinterest and in the brand’s holiday guide.
Five foodie and lifestyle influencers with between 50K and 772K followers from British Columbia, Ontario and Quebec were recruited.
photo credit: @nooshbydinaThe challenge being to bring the influencers’ content to life on different platforms while keeping the premium and qualitative aspect of the brand, the Made in teams accompanied the influencers in the different creative steps throughout the campaign. We also worked on attractive creatives, including a brand filter for each of the moods.
Fostering awareness of Boursin® was part of our goals, so we advocated pinning the recipes on Pinterest in addition to posting them on TikTok, Instagram and the online guide. These content pieces, tailored to the standards of each platform, allowed for alignment between the influencers’ accomplishments and the brand’s already existing elements.
Influencers were tasked with demonstrating the use of the Boursin® Cranberry & Pepper product through creative recipes, according to the three moods of the holiday guide:
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@laurent.dagenais #ad 🌲🎅🏻🍗ROASTED GUINEAFOWL🍗🎅🏻🌲 #boursincanada #boursinmoments #ad ♬ Rockin’ Around the Christmas Tree – Brenda Lee
This influencer campaign achieved excellent results in terms of engagement and visibility, considering the busy holiday season.
Influencers created qualitative content in the form of Reels, stories and in-feed posts on Instagram as well as engaging videos on TikTok.
The recipes posted on Instagram generated real interest from viewers as we achieved an engagement rate on followers of 3.91% and 7.74% for engagement rate on impressions and views. These are excellent results considering our main objective which was consideration.
The enthusiasm of Internet users was also present on TikTok, allowing us to achieve an engagement rate of 3.45% on followers and 10.04% on views.
In terms of visibility, we exceeded the brand’s expectations with over two million nine hundred thousand impressions and views on the publications.
The quality of the content created by the influencers and the choice of formats contributed to this excellent performance.
The comments under the influencers’ content testify to the good perception of the key messages by consumers. We noticed a real enthusiasm from the public to reproduce the recipes with Boursin Cranberry & Pepper during the holiday season.
@nooshbydina #ad #asktiktok Pecan Crusted Salmon w boursin Cranberry & Pepper Beurre Blanc @boursin_canada 🇨🇦🎄 #boursincanada #boursinMoments #ad ♬ Chopin Nocturne No. 2 Piano Mono – moshimo sound design
Finally, the success of this campaign can be measured not only by significant numerical results but also by the collaborative work of the Made in teams.
Everyone involved meticulously monitored the various stages of the project, measuring the potential issues during the busy holiday season.
This is a great success for Boursin®, which, through this beautiful campaign, has positioned itself as an essential partner for the holiday season.
Photo credits: @basicwithbails, @folksandforks, @katherinewants.
