video views at launch
FMCG influencer marketing that launched a snack range without TV
FMCG influencer marketing carried this snack launch, which needed national awareness quickly on a budget far smaller than a TV campaign. Regional food creators made short recipe videos, and paid social behind the best performers delivered 18M video views and sell-through 26% ahead of forecast.
Illustrative example. Client details are anonymised and representative of the work we do.
- Industry
- FMCG
- Services
- Influencer Marketing Services + more
- Platforms
- Instagram, YouTube
- Duration
- 3 months
Where they started
A new product line needed national awareness quickly, on a budget far smaller than a TV campaign.
The approachWhat we changed
We partnered with regional food creators, produced short recipe videos and amplified the best performers with paid social.
What other businesses can take from this
New FMCG products have a short window to earn shelf space, and retailers watch early sell-through closely. Traditional launches lean on TV for reach, which many brands cannot justify for a new line. Influencer campaigns are the usual alternative, but they often go to a few big national names whose audiences have no connection to the product or the region.
The approach shows the value of relevance over size. Regional food creators speak to audiences who cook and snack in a particular way, and recipe videos give a natural reason to show the product in use. Across 140 creator posts, paid social then went only to the videos that had already proved themselves, so the budget followed real interest.
This suits food and beverage launches with regional appeal and a budget that rules out TV.
What moved
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