When it comes to cooking, one cheese brand stands out and tops every trendy recipe: Boursin®. This year, the French brand has highlighted their latest creation, Boursin® Cuisine, a creamy ready-to-use product, through a carefully orchestrated influencer campaign across Canada.
To promote the product launch, Made in developed and executed an influencer marketing campaign in September 2023. The main goal of this campaign was to educate consumers about the product’s unique features and highlight its differences from the regular Boursin® Puck through the creation of recipe videos. The strategy adopted by Made In was to generate interest among millennials by primarily recruiting Nano influencers and sending them a mystery package containing Boursin® Cuisine.
The choice of Nano Influencers for this campaign was motivated by their genuine connection with their audience, their ability to understand their needs, and their established trust over time. Upon receiving the mystery package, the recruited creators took on the role of educational guides, creatively showing how to incorporate the product into daily life and understanding its specifics.
Made in carefully selected creators from both the English and French-speaking communities of Quebec and Ontario to reach a broad and diverse audience. Thus, 1 TOP, 1 MID (for visibility), and 3 Nano influencers were recruited, each specializing in educational, culinary, and multicultural fields. These creators played a crucial role in achieving the objectives.
@danicasnelson
Thanks to their dynamic and engaging videos, the creators managed to share the campaign’s key messages while generating excitement around the Boursin® Cuisine challenge. Their authenticity also translated into high engagement from their audience, who were motivated to replicate the challenge recipes.
Thanks to the 20 pieces of content created, the brand reached nearly 285K followers! The campaign not only achieved excellent visibility but also met the educational objective by achieving a very good engagement rate of 2.2% per view, reflecting the audience’s strong enthusiasm for the product and its key messages.
Additionally, the campaign benefited from a successful media strategy on both platforms, reaching 1.1M accounts through TikTok Ads and Meta Ads.
