The new world of influencer marketing can be tricky to navigate, but it can also be crucial for growing a brand's reputation. For brands, authentic and genuine partnerships with influencers are not only about reaching online audiences; they’re also about demonstrating positive community engagement and showing a genuine connection with your consumers.
After starting to work with beloved local business Bury Black Pudding, we launched an influencer campaign off the back of their feature on BBC One’s Inside The Factory. The goal was simple - to drum up some excitement around the award-winning products and highlight how black pudding can be used in everyday cooking, not just for breakfast!
Bury Black Pudding had a minimal existing social media presence, so Full Volume arranged a collaboration with a range of influencers to help showcase the products. Some were micro-influencers with between 10 and 20k followers, with high growth potential and regular community engagement. Others had as many as 300,000 followers on both Instagram and TikTok, with some videos amassing millions of views.
204K Views in One Video
One reel featuring Bury Black Pudding by The Smokin Elk, had 204,000 views, 10,000 likes, and 200 comments. The content not only reached a highly relevant audience but also showcased the quality of the products.
The Official Bury Sandwich
Influencer Big Nibbles Food featured Bury Black Pudding in the ‘Official Sandwich of Bury’ as part of their official sandwich content series. The recipe video featured Bury Black Pudding products clearly and has over 65,000 views and 2000 likes.
10 posts - one influencer
Demonstrating the incredible quality of the products, one influencer who enjoyed the products so much created over 10 posts from the PR package they received. The Peckham Chef created multiple high-quality and inventive recipes featuring the products. The proof really was in the pudding!
With a combined reach of over 7 million on Instagram and TikTok, the influencer campaign showed how working with relevant influencers with genuine, high-quality products can reach far and wide audiences. The brand’s reputation was able to shine through influencer content and build meaningful connections within the food community.
The campaign highlighted how much of an impact you can make, even from starting a small gifted campaign, which leads to content at a very low budget and with a huge impact. When done right, influencer collaboration has the ability to land you with hundreds of brand mentions, which should lead to lots of organic traffic!
The best thing about this campaign? It was completely free! When it comes to influencers, there are some amazing paid opportunities, but for Bury Black Pudding we outreached to foodie influencers on a purely gifted basis. Now that’s what we call a strong ROI!
