NESTLÉ

NESTLE ACQUA PANNA MEDIA BUYING CAMPAIGN

PROBLEM: Nestlé’s Acqua Panna had refreshed its brand with eco-friendly and sustainable bottles, freshly minted packaging and expanded its distribution channels in the U.S. The brand wanted to support its re-branding efforts and sale channel distribution expansion by bringing more awareness to the U.S. consumers. They wanted to hire influencers to tell the story about the origins of the brand as well as provide the immersive experience for them to develop relevant content surrounding the campaign.

SOLUTION: Amra & Elma contracted influencers to tell the Acqua Panna journey from the sun drenched rolling hills of Tuscany to Nestle’s water source in Villa Panna surrounded by 3,000 acres of land. There was a carefully hand selected group of VIP influencers, from photographers to celebrities, who experienced the Acqua Panna journey and formed a deep relationship with the brand. The trip included a Michelin star chef to create a traditional Tuscan culinary experience strategically paired with Acqua Panna.

STATS (3 months): 5.7M targeted followers. 7 VIP influencers. 77 pieces of influencer content, videos and photography. 855k total estimated impressions on influencer posts . Average in influencer CPE: $0.10

UBER EATS

UBER EATS INFLUENCER MARKETING CAMPAIGN

PROBLEM: After the successful debut in San Francisco, Chicago, and Los Angeles, Uber was launching its food delivery application, UberEats, in New York. UberEats had at the time signed up a selective group of restaurants catered to foodies and young professionals. All of the listed restaurants were in the greater New York City area, including Brooklyn, Queens and Manhattan.

SOLUTION: The goal was to activate foodie and fashion, men and women, influencers in order to raise awareness of the product launch in New York. We partnered with Uber and UberEats to activate this campaign in order to facilitate the launch. Some of the influencers opted to go directly to the restaurants to get the full menu experience.

STATS: 3M+ targeted followers, 58 pieces of influencer content, videos and photography, 655k total estimated impressions on influencer posts, $0.10 average influencer CPE

POSTMATES

POSTMATES MEDIA BUYING CAMPAIGN

PROBLEM: Postmates, the leader in delivering anything you want on-demand, wanted to work with influencers and showcase the influencer order history. The influencers would receive credit to order from their favorite restaurants and then share their orders via social channels. Each time the influencers used up their credit, they would be able to receive the refill once the orders had been posted on their socials.

SOLUTION: Amra & Elma worked with food, lifestyle, and health influencers to help spread the word about Postmates. The influencers used their credit to order food and beverages, and then shared their orders via hashtag #postmania.

STATS:26 influencers, 754K impressions, 138 stories, 500+ #postmania tags

NAVITAS ORGANICS

NAVITAS ORGANICS INFLUENCER MARKETING CAMPAIGN

PROBLEM: Navitas Organics wanted to promote their line of organic superfood snacks. They wanted to use influencers to inform their audience about the nutrition and sustainability of their organic snacks and have them create unique healthy recipes using Navitas Organics. The idea was for the influencers to show their audience the ease with which people can integrate organic superfoods into their diet.

SOLUTION: Amra & Elma contracted food influencers to create quick, easy, and healthy recipes while using simple ingredients, including Navitas Organics. They would post their creations and recipes along with the photo of the final dish while tagging Navitas Organics in their posts. The influencers included health and wellness as well as food influencers.

STATS (3 months): 12 influencers, 36 posts, 120K+ estimated engagement

GOURMET NUT

GOURMET NUT PHOTO PRODUCTING CAMPAIGN

PROBLEM: Gourmet Nut wanted to showcase their products using models in on the go in a variety of ways. The idea was to communicate that their new smaller size snacks were perfect for carrying around – the models were meant to be shown enjoying the snacks while running errands around the city, before or after the gym, and even while sipping coffee with their girlfriends.

SOLUTION: We contracted a creative director, photographer, photo editor, wardrobe stylist, makeup artists, hairstylists, and several models. Location scouting was done the week before to ensure great spots for the photoshoot as the scenery had to include the city shots. The photoshoot was completed in one day and was managed fully from start to finish by the Amra & Elma team.

STATS: 40 total final edited photos, 6 models, 5 looks (activities)

POWER UP SNACKS

POWER UP SNACKS INFLUENCER MARKETING CAMPAIGN

PROBLEM: Based in Brooklyn, New York, Power Up snacks sought to target everyday consumers looking for a more gourmet option for their “on the go snacks” and homemade healthy recipes. They wanted to define their target market and find mom, health/well-being, and fitness influencers, who would convey the brand’s message. The goal was to launch a nationwide influencer campaign to expose the products to millions of highly targeted consumers and raise awareness about the brand’s ecommerce launch.

THE SOLUTION: In order to showcase the brand to a variety of consumers, we choose multiple micro influencers who perfectly embodied the persona of the brand as well as focused on reaching Power Up snack’s type of target demographic.  We flooded social media with influencer marketing (Instagram, Facebook, Twitter, Pinterest, and blog posts) for Power Up, focused on their target demographic and drove website traffic. The campaign included between 50-100 micro and mid-sized influencers per month, (with a following of between 5k-100k).

STATS: (in 8 month) 462 highly targeted micro influencers, 8.5M cumulative followers, 554 social posts created, 1.7M total estimated impressions on influencer posts, 6.5% average influencer engagement, 212k estimated engagements on influencer posts

EMMY’S ORGANICS

EMMY’S ORGANICS MEDIA BUYING CAMPAIGN

PROBLEM: Emmy’s Organics, a vegan, gluten-free and non-GMO brand wanted to promote its line of delicious cookies via influencers. They wanted communicate the quality of the ingredients and the 100-percent USDA Organic certification they received as an additional assurance to the audience of its exceptional ingredients.

SOLUTION: Amra & Elma contracted influencers specializing in wellness, fitness, and food. The influencers were given a task to capture Emmy’s Organics as their snack on the go or to create recipes that would include different flavors of Emmy’s Organic cookies.

STATS (3 months): 5 influencers, 10 posts, 50K+ estimated engagement

ZEVIA

ZEVIA MEDIA BUYING & ADVERTISING CAMPAIGN

PROBLEM: Zevia, a naturally sweetened 0 calorie beverage company launched a line of new products that are entirely sweetened with stevia. They were looking to promote their new line of beverages using influencers and spread the message about the 14 flavors of Zevia Sodas.

SOLUTION: Amra & Elma contracted influencers to create their favorite unique refreshment recipes using one of the 14 flavors of Zevia Sodas. The goal was to emphasize that you could have the bubbles, sweetness and flavor in your favorite soda without the artificial ingredients and empty calories. Influencer recipes had to follow a healthy drink concept that placed an emphasis on a zero calorie, plant-based ingredients of the soda and the great taste.

STATS (3 months): 6 influencers, 1.4M total followers targeted, 420K impressions, 130K estimated engagement.

NESTLÉ

PR

Content Development + Publishing

• Pitching the brand
• Providing a story angle
• Coordinating an interview with journalists
• Sharing any additional information to be used by the media
• Ensuring the content gets published

IDAHOAN FOODS

MEDIA BUYING

Targeting Gen Z on TikTok and Tracking Web Traffic

PROBLEM: Idahoan Foods is an instant mashed potato brand that was looking to target and expand to the Gen Z demographic.

SOLUTION: The goal of the campaign was to raise awareness and increase sales. We activated influencers to engage in a challenge #mashoutchallenge; the influencers combined sounds and a choreographed dance and challenged their followers to do the same.

STATS: We engaged six influencers; the total video views amount to 2.3 million; there was 95 pieces of user generated content. Through the course of the campaign, there was an overall of 36% of increase in website traffic.

NESTLÉ – ACQUA PANNA

BRANDING (PRODUCT, SPACE, AND DIGITAL)

Brand presentation in Italy and United States

• Developing and executing conceptualization and branding behind Nestlé and Acqua Panna global events
• Devising packaging, custom brand settings, posters, presentations, and tasting menus with celebrity chefs
• Developing content production branding guidelines for celebrity photographers and videographers
• Devising custom branding touches for Villa Panna special VIP guests in Tuscany, Italy, including bottles and products, linens, gifting packages, and items for corporate excursions

NAVITAS ORGANICS

BRANDING (PACKAGE DESIGN AND DIGITAL)

Conceptualization and branding for the premium organic superfoods brand Navitas Organics

• Conceptualization, design, and branding for Navitas Organics products
• Developing product packaging, photography, videography and other design materials for stores, office, and gifting
• Working with suppliers to choose, source, and print the most optimal packaging for the foods
• Working with the brand to devise branding guidelines for social media, e-commerce, and other digital marketing material

POWER UP

EVENTS

Branded Event & Tour of Brand’s Facilities 

Problem: Power Up is a health conscious snack food that is sold over 250 locations through major retailers like TjMaxx, Wal-Mart, and Costco. Power Up has a lot of success with the existing customers but wanted to boost its efforts to expand its target demographic and reach a new audience.

Solution: One of Amra & Elma’s solutions was to host an event with three groups of top journalists, celebrities, industry insiders, and influencers at their facilities in Brooklyn, where the snacks are made and packaged. We were tasked with searching, screening, and hosting top media, celebrities, authoritative food industry figures, and influencers across the food, travel and lifestyle spaces. Our agency was responsible conceptualizing and executing all aspects of the event, including development of guest list, event space set-up, catering, branding, hosting, creating gift-bags, follow up notes, and ensuring coverage via top media and social channels.

Results: Over 8M+ reach

NESTLE

PR

PR Campaign for Nestle – Content Development + Publishing

• Pitching the brand
• Providing a story angle
• Coordinating the interview
• Sharing any additional information to be used by the journalist
• Ensuring the content gets published

NESTLE

SOCIAL MEDIA MANAGEMENT

Social Media Management Campaign for Nestle (Brand- Acqua Panna) – Content Production & Influencer Campaign

• Brand Instagram account community management
• Content planning, i.e. images plus captions
• Content development via A&E photographers and influencers
• Posting of content
• Monitoring of posts and stories
• Answering DMs and comments
• Coordinating influencer posting
• Hosting live sessions with influencers

POWER UP SNACKS

CREATIVE SERVICES

Creative Services Campaign for Power Up Snacks – Gallery Photography & Videography + Content Development

• Creative direction and conceptualization of the shoot
• Contracting of food stylists
• Location scouting
• Shooting content via A&E photographers
• Editing of content
• Devising marketing material via produced content for social media and the website

GOURMENT NUT

CREATIVE SERVICES

Creative Services Campaign for Gourment Nut – Photography & Videography + Content Development

• Creative direction and conceptualization of the shoot
• Casting of models
• Contracting of stylists, hair and makeup artists
• Location scouting
• Shooting content via A&E photographers
• Editing of content
• Devising marketing material via produced content for social media and other marketing material

POWER UP SNACKS

SOCIAL MEDIA MANAGEMENT

Social Media Management Campaign for Power Up Snacks – Content Production & Events

• Brand Instagram account community management
• Content planning, i.e. images plus captions
• Content development via A&E, U.S. based photographers and influencers
• Posting of content
• Monitoring of posts and stories
• Answering DMs and comments
• Coordinating influencer posting
• Organizing events at Power Up manufacturing location in Brooklyn NYC

POWER UP SNACKS

MEDIA BUYING & INFLUENCER CAMPAIGN

Scaling Social Revenue

PROBLEM: The main focus when we supported running ads for Power Up was to drive profitable traffic from Instagram and Facebook. They had run ads in the past but struggled to remain ROI positive. In addition, leadership did not utilize landing pages to measure performance and relied only on web pages and Google Analytics, which meant that optimization and performance was not accurately measured. We could not accurately measure  which ad or influencer was driving traffic.

SOLUTION: We advised to create landing pages that were specific to each ad run from Instagram to Facebook. We restructured their account and focused on testing a wide variety of creative. Creative is one of the biggest drivers for profitable performance on Instagram. This strategy allowed us to see a huge decrease in costs compared to the previous year in one of the most expensive times to purchase Instagram ads.

STATS: In 8 months- 462 highly targeted micro influencers, 8.5M targeted cumulative followers, 554 social posts created, 1.7M total estimated impressions on influencer posts, 6.5% average influencer engagement, 212k estimated engagements on influencer posts. 7M+ impressions on Instagram and Facebook. 3.5x return on ad spend.