This summer, boursin has taken advantage of the relaxation of sanitary measures to promote moments of sharing around good meals.
A great opportunity for the brand to offer a new practical format of the famous Garlic & Fine Herbs product: the boursin Minis.
In bite-sized form, boursin Minis has the same irresistible flavor as the original, but in a new miniature format perfect for picnics, barbecues, and gourmet snacks.
Photo credit: @daniirey on InstagramThe famous creamy cheese brand wants to reach the target group of Millennials by offering a practical and easy-to-use product. The marketing objective is to position the new boursin Minis as a must-have for quick and delicious recipes.
Boursin mandated Made in to implement an influencer campaign to promote the brand’s products, with a specific focus on the new boursin Minis product.
In total, 9 foodie influencers were tasked with promoting the practicality of the boursin Minis product through delicious summer recipes.
Photo credit: @vancouverfoodie on InstagramIn order to arouse the curiosity of Internet users and show the use of boursin products in a summer context, 9 carefully selected content creators have created gourmet and simple recipes to reproduce on 2 platforms: Instagram and TikTok.
The flagship products of boursin are represented: boursin Corolle, boursin Portion and finally boursin Minis, to delight the taste buds of Canadian consumers. The recipes are adapted to the daily lives of Millennials and are creative and accessible for all occasions and times of the day.
The campaign achieved excellent results, both quantitatively with over 491,000 impressions and views before amplification, and qualitatively with a variety of content available on Instagram and TikTok.
A total of 56 pieces of content were created as part of this campaign, including a TikTok video, Instagram publications in carousel and in Reel as well as stories.
The interest of Internet users was high, as the quality of the content aroused curiosity through comments and generated a very satisfactory engagement rate of 7.95%.
The diversity of the profiles recruited for this influencer campaign allowed us to reach a qualified audience with an appetite for food and lifestyle throughout Canada. The success of this campaign is also reflected in an adjusted media amplification strategy, allowing us to reach a larger audience, reaching a total of 644,000 impressions.
