Developing a data-driven ambassador programme
Through a new ambassador programme, food company EASIS structured their work with influencer marketing and achieved results.
EASIS produces food and confectionery with no added sugar and has been working with influencer marketing for several years. EASIS wanted inspiration on how to structure their current ambassadors (influencers mainly on Instagram) and achieve better results. They also wanted help from RelationsPeople to expand with new ambassadors. Data was an important element in reaching the right audiences.
EASIS was experiencing a lack of engagement from some of their ambassadors and wanted to assess how they could better motivate and structure their ambassador programme, both their current ambassadors and those added by RelationsPeople.
RelationsPeople developed a new ambassador programme with 24 influencers, all of whom had data that matched EASIS’ goals of high reach and engagement and reached the right audiences. In addition, RelationsPeople structured the ambassadors into four different categories that matched EASIS’ target audiences to give more structure and coherence to the content created.
RelationsPeople helped systematically by contacting the influencers and providing them with inspiration on how to use EASIS products in their content development. The new ambassador programme also agreed a minimum number of content bites with each influencer. In four months, the 24 influencers created 319 Instagram posts with a reach of 738,705,962 sequences on Instagram story and a unique reach of 1,838,705.
RelationsPeople then developed an influencer dashboard for EASIS to keep track of all efforts. The dashboard allowed for better targeting of areas that were not performing as planned.