For this campaign, the goal is to increase the visibility of BRU in Belgian households.
OBJECTIVE: Increasing visibility in Belgian households
TARGET AUDIENCE: F/M 25-50, foodies, active lifestyle.
TIMING: January - December 2023
FORMATS: IG story, IG reel, IG post
PLATFORM ( INSTAGRAM )
We chose Instagram platform due to its extended content possibilities (stories, posts, reels) and the age group of target audience (25 - 50 yo).
12 IINFLUENCER (MID-TIERS)
In order to cover the audience from the whole Belgium, we selected influencers from the french and dutch part.
INSTAGRAM RÉEL / POST
The Reels were used to present creative tips and tricks from the influencers. They added a visual and entertaining dimension to the campaign, capturing viewers' attention and reinforcing the impact of the messages.
In the campaign, Instagram Stories were used as a platform to challenge and engage. They were used to share cooking tips for and promote BRU water. Stories were also used to highlight activities depending on the waves, and creating an authentic connection with the audience and stimulating engagement.
Let's talk facts
The goal of the campaign was achieved by reaching 2 141 519 unique viewers. The influencer's audience loved the content.
REACH ON FOLLOWERS
Inﬂuencer content was very authentic and of high quality. The reach on followers for the reels (544,8%), was higher than the average (20%) which shows that their audience were very interested in the campaign and in BRU/Spadel.
In general, influencers have warmly embraced the creative concept and have strived to create content that aligns with the expectations. This demonstrates the strong compatibility between the selected influencers and BRU/Spadel.
REELS REACH ON FOLLOWERS
How did we do it?
Throughout 2023, BRU's campaign involved 12 influencers spreading their message in various phases. In January, they tackled the 'Zero to Hero' theme by creating menus from holiday leftovers to promote waste reduction.
February brought the 'Pimp Your BRU Water' phase, featuring influencers crafting festive and original mocktails. The third phase had two influencers attending partner events where BRU was the official sponsor, experiencing unique culinary delights.
Summer aimed for outdoor conviviality with barbecues and seasonal dishes. August's 'Pic Nic Near Water' phase encouraged creating charming waterside picnic spots, highlighting local and seasonal products.
October focused on the 'Framily Dinner,' inviting friends and family to gather around a massive table in partnership with BRU. The final phase urged communities to join BRU's year-end contest, offering the chance to win a €150 dinner at partner restaurants by sharing a recipe and moments of togetherness.