Kikkoman

Extending and Optimizing Experiential Marketing Budget

Challenge:

A CPG company was looking to create meaningful relationships, drive trial and amplify positive experiences with consumers through an influencer marketing program.

Solution:

Develop and implement a customized Brand Ambassador campaign around key food-related events throughout the year. Budget augmented through a combination of Cash and Trade Credit.

Execution:

10,000 Grilling Parties were held around the country. 65,000 trials were generated. 200,000 social posts and product reviews on Facebook, Twitter, Instagram and other blogging sites.

Benefits:

  • Campaign results surpassed expectations
  • Efficiencies realized by utilizing Trade Credits to offset costs including display and shipper production, fulfillment and social media.

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