LIBERTÉ X CLARK INFLUENCE

Crafted from a delicious coconut base, the subtle tartness of the new Liberté Yogourt teases what you thought you knew about dairy-free. The taste is entirely new yet instantly familiar. How did we support the launch of the new Liberté product with an influencer marketing campaign?

Advertiser

Liberté Canada (General Mills Canada)

Cossette Media

Objectives

- Awareness: Support the launch of the new Liberté Dairy-Free range. - Sales: Showing the different ways to introduce Liberté Dairy-Free into the daily lives of Canadians.

Target

24-55 years old

Influencers

4 TOP Food Influencers (Quebec, Ontario, British Columbia)

Strategy

Recruitment strategy

For the recruitment strategy, we turned to influencers with a good reputation in Canada in the food field with an interest in vegetarian or vegan food. These 4 influencers are recognized for their expertise in creating original recipes. For the geographical distribution, we had Loounie in French-speaking Quebec, Choosing Chia in English-speaking Quebec, Emily Von Euw in British Columbia and Two Spoons in Ontario.

Content Strategy

To highlight the 3 flavors of Liberté Dairy-Free we asked the influencers to create different types of content: Carrousel Instagram for sweet or salty elaborate recipe (carri, carrot cake, pudding with chia) with a specific work on the editorial to make sure to get the best results from a SEO perspective.

Amplification Strategy

In order to get maximum impressions and reach, we added an amplification portion to the campaign where each publication was amplified for a week to a targeted audience in Canada.