Celebrity Goat is a goat cheese brand which sells premium goat cheese variations throughout the United States and Canada at retailers like CostCo, H-E-B, Foodtown, ACME, & more.
The team at Celebrity Goat had the following objectives:
- Create more brand awareness & recognition
- Create influencer content that they can use as a selling point to retailers to secure more product placement on shelves
- Create an influencer marketing campaign that could be replicated for new markets such as Canada and also for new brands and/or product launches
The Celebrity Goat team needed to hit their objectives however they had to overcome the following challenges: Lack of resources, tools, & experience to manage an influencer marketing campaign internally and they wanted to achieve their goals on a very tight budget.
Given the objectives and Celebrity Goat’s budget + current situation, Today’s Business recommended running an influencer marketing contest in which only influencers who were invited could participate.
Most people who tag @celebrity_goat on Instagram were often posting just cheese board posts. So we wanted to challenge influencers to come up with unique and exciting content that is not just a cheese board post.
Influencers were challenged to create a #FamouslyGood Instagram Reels video going #BeyondTheBoard and using the goat cheese in a unique way.
Influencers were sent a care package of Celebrity Goat cheese products and promotional items and were asked to create a video & post it between June 1st and June 3rd to kick off #NationalCheeseDay on June 4th.
Influencers were informed that Celebrity Goat will repost their Reel throughout the month of June and the video that receives the most likes + comments will receive $1,000 and the 2nd place winner will receive an iPad.
Why did we choose this route?
- Reduced Costs
- Instagram Prioritizing Reels
We chose the contest approach because it allowed us to:
- Recruit More Influencers
- Generate More Content & Engagements
Overall, we believe the influencer marketing campaign was a big success. We were able to meet the client’s objectives while also staying within a very tight budget.
Influencer Profiles Posted
Post Comments as High as
Some of our influencer content even got featured on major publications like the Vegetarian Times Magazine
Celebrity Goat Instagram Profile
Profile Action Increase
Product Inquiries from Across North America
Takeaways from the Team:
“Having a unique strategy along with great planning, collaboration, and lots of time/effort are the key ingredients for success when running an influencer marketing campaign. There’s no doubt that the Today’s Business team had all of the right ingredients here as it clearly showed in the results. It’s so nice running a campaign like this when you also manage the social media marketing accounts for the brand. This made it easier for us to create a great strategy and seamlessly execute that strategy. Hats off to the Celebrity Goat team for being such a collaborative + open minded partner and giving us the tools to succeed here. Also, big shout out to the TB social team for really understanding this brand and creating a killer strategy and execution plan!”
Manager, Growth & Partnerships
“Overall, I saw this campaign as a huge success for both Celebrity Goat and Today’s Business. It was the first influencer campaign we’ve done where we could both coordinate the influencers and manage the engagement on the social media side of things. I believe that made a world of difference in the results we saw. Not only did this campaign generate incredible content in line with Instagram’s current priority on Reels, but we were able to create buzz around the products at an exponential rate. The amount of inquiries and interest generated through this campaign will be an invaluable tool when trying to get Celebrity Goat in more stores and locations in the future.”
Social Media Strategist
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