FMCG influencer marketing case study: Vamp x Moccona

Vamp recently ran an FMCG influencer marketing campaign with freeze dried coffee brand Moccona.

Well known for its elegant glass jar, Moccona is a household name which most people recognise from the shelves of their local supermarket.

The concept behind Moccona’s Jar Upcycling campaign was “Inspired by Moccona, created by you”. Vamp Influencers were tasked to bring to life their creative use of the Moccona jar to inspire their followers to upcycle their jar. Not just an initiative in recycling/reusing that’s good for the environment, but also a creative project that creates positive brand sentiment towards Moccona.

From terrariums, to dioramas, snow globes to tiramisu dessert jars, our Influencers came up with different ways to style their Moccona jar in a way which resonated with their followers.

The influencer produced content was featured on the Moccona website which included instructions on how to upcycle the jar.

FMCG influencer marketing

Where does influencer marketing fit into the wider marketing strategy for FMCG brands?

The influencer activity supplemented Moccona’s wider marketing strategy for Jar Upcycling. It was also translated to out of home advertising and Vamp influencer content was featured on the Moccona Facebook page in a digital carousel Facebook ad.

The ad performed very well, with over 1,000+ likes, 200+ comments and 160+ shares from engaged people actively commenting with pictures of their own Moccona jar upcycling creations.

FMCG influencer marketing
FMCG influencer marketing
FMCG influencer marketing

What are the best campaign objectives for an FMCG influencer marketing initiative?

Influencer marketing is an effective way of putting your FMCG brand front of mind on social media, encouraging brand recognition and aligning your brand to attainable, lifestyle-based product placement posts by influencers with an engaged audience.

The key objectives of the brand’s influencer marketing activity were to drive mass awareness of the brand, highlight the connection of the Moccona jar to personal indulgence, build inspiration for the up cycling theme and drive traffic to @mocconacoffee, #MocconaJar and #UpCycling.

Reach out to find out some more of our case studies with many FMCG brands like Moccona, Tip Top, Arnott’s, Nestlé, Schweppes, Unilever and Häagen-Dazs >

Where can I find FMCG Influencers and Content Creators?

The campaign for the Australian supermarket favourite FMCG brand Moccona included 17 different Vamp content creators.

Rather than engaging specific FMCG influencers who feature a large number of FMCG products, Vamp’s approach is to recruit high quality influencers with an attainable lifestyle.

In this campaign we had male and female, lifestyle, foodie, family, fashion and beauty influencers. The campaign resonated really well with their followers, achieving a 3.5% average engagement rate to a combined reach of over 400k.

Should I include branding or not include branding in my FMCG influencer marketing posts?

That is a question that many FMCG marketers face. On the one hand, including product packaging in the advertising content is very important for brand recognition.

You want your customers to easily recognise the product as soon as they walk into the supermarket. It gives them a natural affinity with the brand if they have seen it many times before.

On the other hand, for such a visually beautiful channel, photogenic packaging that suits the aesthetic of the influencer is key to the success of the content.

Moccona opted to give influencers the choice on whether or not to include the packaging in the shot. This approach was less product centric and more an artistic project which created positive brand sentiment.

From our experience, the more creative freedom the influencers are given, the more incredible the content.

You can read some of the latest stats from Instagram on the food and beverage industry here >

FMCG influencer marketing
FMCG influencer marketing

Hear from @demelzabuckley on her take of the Moccona campaign:

Q1. What did you like about the Moccona Upcycle the jar campaign?

I liked that the campaign is creating awareness around reusing and up cycling while also giving me the opportunity to be creative. I also spent some time looking at what others created and there was a great mix of DIY ideas.

Q2. What did you like about being given full creative control to repurpose the jar as you wished?

I loved that I had creative freedom so that I could create something that resonated with me and my followers. I was so happy to hear that people used my idea to create their own affirmation jars and even gave them out at group fitness classes. It feels so great to have a positive impact on peoples lives.

Q3. In your opinion was the campaign with Moccona a good example of influencer marketing done well?

Yes, Moccona used influencer marketing to create awareness about the brand but also encouraged people to look at their carbon footprint and reuse and up cycle in a fun and interactive way and share there creations across social media creating a community of Moccona lovers.

FMCG influencer marketing
FMCG influencer marketing

Hear from @bekhalliday on her take of the Moccona campaign:

Q1. What did you like about the Moccona Upcycle the jar campaign?

This was a really fun campaign! I love it when well known brands encourage you to upcycling their goods. I’m a big fan of repurposing all kinds of things!

Q2. What did you like about being given full creative control to repurpose the jar as you wished?

As an artist and stylist, I loved having full creative control in this campaign. This was where the fun started! I started to brainstorm possible creative ideas and collected images to create a moodboard. And boom! The idea to paint them, with a touch of fairy sparkle came to life.

Q3. In your opinion was the campaign with Moccona a good example of influencer marketing done well?

Yes. I think this was a great idea! It allowed you to really think outside the box, and connect with your followers on a more personal level. It became a creative challenge rather than simply, an ad.

FMCG influencer marketing

FMCG influencer marketing

FMCG influencer marketing

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Vamp connects brands with influencers and content creators who are passionate about their products for authentic product placement in social media.

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