Do you know what Babybel is? But have you tried the new, vegetarian version released in 2022?
Babybel Plant Based is the perfect snack for vegans, vegetarians or just for the curious folks who are always looking for new products to discover. Find out more about the influencer campaign that was launched for this new product on TikTok and Instagram.
Made in was mandated to support the national launch of Babybel’s flagship snack brand’s plant-based product. Our team of strategists chose to implement two complementary campaigns to best showcase the product launch.
The objective of the campaign was to create awareness around this new dairy-free snack. The main target audience for the campaign was plant-based believers and flexitarians who might be interested in integrating the product into their diet.
Credit : @sammymontgoms
The campaign took place in two parts:
The first part is a classic influencer campaign, focused on presenting the product on Instagram. The second part is an Above & Beyond campaign on TikTok, featuring a trendy recipe, the Air Fryer breaded Babybel.
For this, we recruited ten content creators across Canada on both Instagram and TikTok to create maximum visibility and engagement with their content and targeted audiences. In order to match the strategy and goal of reaching the product target, the influencers recruited for this campaign were either vegan or flexitarian.
The campaign was a success and a great discovery for many consumers.
The advantage of having created two different campaigns allowed us to push the product launch further, to be more present on both platforms (Instagram and TikTok).
Engagement on impressions and views outperformed with an engagement rate of 13.8%, which resulted in great visibility and a nice enthusiasm around the launch of Babybel Plant Based.
