Supporting the launch across consumer and trade media and influencer channels; Popcorn constructed a highly cost-effective campaign that delivered not only reach and awareness, but credible brand engagement and a bank of visually-impactful assets to be utilised across Bel Group’s European markets.
Delivering a cost-per-thousand of just 36p, with the industry benchmark set at £6, the campaign drove reappraisal by showing (not just telling) consumers how Boursin can be used in a variety of ways all year round.
With consumer coverage landing across the likes of Woman’s Own, The Sun (print and online) Woman and Sunday Mirror Notebook, Trade ‘bible’ The Grocer also featured the launch across its online, social and print platforms, ensuring the product news reached an audience of highly relevant and engaged consumers and retailers.
Leaving no stone unturned, or tub unopened, influencer coverage secured an engagement rate of 954% above industry average. The intelligent influencer campaign saw inspiring imagery and engaging copy delivered by highly relevant foodie influencers, including the likes of Lindsay’s Feast, Catherine Frawley and Reblondonfridge, providing valuable brand and product endorsement and cost effective credible content to be amplified across Boursin’s owned channels.
Firm believers in the power of added value activity, the Popcorn team also created additional bespoke hampers and sent to a selection of Boursin and cheese superfans. This alone generated a reach of over 9.5k, Instagram Story coverage across 3x influencer channels and worked to drive further momentum around the launch, continuing the excitement and generating further awareness of the new Boursin product.