Having executed a number of campaigns on behalf of Hello Fresh previously, the team were keen to utilise Viral Group's expertise again for a September 2020 campaign.
Specifically, the team at Hello Fresh requested that we appoint social influencer and business woman Luisa Collins (Zissman) and TV Presenter and Life Coach Anna Williamson. This is because past campaigns showed they had generated the best results for Hello Fresh in terms of engagement and sales.
Additionally Luisa and Anna present the "LuAnna" podcast together which the team were keen to utilise for the promotional aspect of the campaign whilst Viral Group focused on delivering results on the social side.
Viral Group were pleased to work with Anna and Luisa again as asked by the Hello Fresh team. As an influencer agency we encourage brands to collaborate with the same creators as this consistency translates to brand ambassadorship roles. Ambassadors are important to a brand as they embody what the brand is all about and continuously transmit positive messages about the brand to their audience. Audiences are more likely to trust a familiar brand as opposed to a one-off sponsored post.
Alongside the podcast content, Luisa and Anna were asked to produce two social posts and two stories (including swipe up links/call to action) to publish on their Instagram accounts. The formatting of Instagram proves to be the best platform to use for this type of promotion as the swipe up function sends users directly to the place of purchase.
Luisa and Anna also offered their audiences incentives to purchase and shared bespoke discount codes to allow followers to purchase at a reduced fee. Luis and Anna were given brand guidelines to follow but ultimately they had the freedom to create content organically in their own style which suited their audienced best. Unlike previous campaigns, the content was more focused on relaying the Hello Fresh branding and cementing the two women as brand ambassadors. The aim was to drive a more cult-like approach which would target middle-aged women specifically to sign up.
The campaign was a huge success for HelloFresh who received an impressive 250 sign ups as a result of the influencer activity Viral Group planned and executed. HelloFresh were so pleased with the consistent results that both Anna and Luisa generated that they have decided to continue the relationships throughout the first half of the year in 2021.
"Working with Viral Talent over the last 18 months has been a great success. Based on our target audience and campaign objectives, they have put forward a wide variety of talents for us to work with. Their transparent ways of working have allowed us to understand performance down to a talent level, supporting the overall growth of our Influencer channel."
- Georgie Davies, Growth Marketing Manager.