Tero is the story of two entrepreneurs, Élizabeth and Valérie, who took on the challenge of creating an innovative product dedicated to composting residual organic materials. In 2021, the brand launched its device for recycling food waste.
The challenge
Looking to the future and with the desire to give citizens the opportunity to make eco-gestures on a daily basis, the Tero brand approached Made in to make its device known to the greatest number of Canadian households. How to make people discover this product quickly through interesting content? The Made in team designed a pan-Canadian influencer campaign combined with an affiliate program to reach the right audience and spark their interest.
Photo credit: @creativecodilynnFive influencers with between 23K and 81K followers on their Instagram accounts were recruited to demonstrate the use of the composting solution and explain its process. Content creators with engaging, inspiring and diverse profiles, from parents to foodies to finally, gardening enthusiasts.
With creativity and performance in mind, the Made in team provided clear guidelines for content production for creators. In total, 5 carousels, 1 Reel, 1 IGTV and more than 30 stories were published, in order to educate users about the benefits of the Tero device and drive traffic to the website. The stories were one of the privileged formats of this campaign, chosen for their power of interaction with the communities but also, to value the partnership between the brand and the influencers. Beyond the campaign, the influencers took part in the affiliate program set up by the Made in team by sharing stories and their affiliate link to the Tero website.
The knowledge of the Canadian market, the good relationships established by Made in with the content creators and the enthusiasm of the latter for the Tero, made this influencer campaign a success. By recruiting content creators with a variety of profiles, we were able to reach a qualified audience that was sensitive to eco-responsible solutions such as composting.
The success of this campaign is also reflected in an adjusted media amplification strategy, allowing it to reach an audience likely to be interested in the composting solution.
Through informative and creative content, the influencers recruited provided significant visibility for the brand in Canada. Finally, the influencer strategy coupled with an affiliation strategy helped generate traffic to the website, thus boosting the campaign’s performance.
