CRAFTING A CHEERS-WORTHY INFLUENCER PROGRAM
New Holland Brewing (NHB) was busy crafting cocktails and looked to Pathfinders for help spreading the word by brewing some juicy brand engagement strategy with a twist of of social media campaigns. Combining the immense power of user generated content (UGC) and activating a strategic influencer campaign was clearly a crowd-pleaser.
THE SITUATION
SOCIAL PRESENCE
Pathfinders began working with New Holland Brewing to help them reach new audiences through influencers, and accumulate a reserve of UGC to maintain a reputable social media presence.
THE SOLUTION
ACTIVATE INFLUENCERS
Pathfinders activated a joint influencer and content creator strategy, beginning with a search to identify influencers/content creators with expertise related to food, spirits, and/ or social get-togethers. Following this search, the social studio detailed the full influencer
communication and contract processes, soliciting New Holland Brewing to provide product, branded swag, and additional brand support.
THE RESULTS
115k+
impressions gained on influencer and New Holland Brewing channels
7k+
engagements, building audience brand loyalty
2x
engagement increase in influencer post reach compared to organic reach
The success:
$9K+ total social value gained through combined activation
Pathfinders solicited six influencers and content creators to create 14 posts on their own channels, NHB’s channel, or a combination of both. New Holland Brewing greatly expanded its brand reach to more members of their target audiences via influencers’ Instagram accounts. Following this activation, Pathfinders provided New Holland Brewing with a detailed review of campaign efficacy including content metrics, individual creator performance, and more. New Holland Brewing now has concrete “next steps” for its burgeoning influencer and content creator programs.
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