Influencer giveaway adds a new depth of flavour to digital PR campaign
WE TEAMED up with Scottish street food author and top Instagram foodie @PlateExpectations for the launch of Mackie’s new crisps.
With 36 bags of Mackie’s new Pickled Onion up for grabs, Plate Expectations was our ideal partner to host the giveaway – not just for her 22,700 loyal followers, but her honest and trustworthy reviews on everything food-related.
Ailidh is a particular champion of Scottish produce and was thrilled with the opportunity to partner with Mackie’s Crisps to give away 36 150g bags of Pickled Onion crisps, and a branded Mackie’s tote bag.
The influencer and author encouraged Scottish consumers to engage with Mackie’s for a chance of winning the prize – by liking the post, following both @plateexpectations and @mackiescrisps, and tagging a friend in the comments.
The amazing results included:
- Reaching 22,700 users
- 598 likes and 505 comments from followers on the competition post
- A series of Instagram stories creating 25,000 impressions
- Helping to boost Mackie’s Instagram account by 257 users
The engagement was amazing and resulted in additional follower reactions in the form of likes, shares and clicks through to Mackie’s Instagram account.
Not only was the giveaway a success in increasing followers and engagement, it also provided content for Mackie’s to share with its own followers. Fans and followers were eager to tag friends and family members in the comments, boosting Mackie’s exposure and following by 257 users.
Giveaways are an important digital PR tool as they increase brand visibility among a key target audience. In this case, our tie up with Plate Expectations helped to launch Mackie’s new Pickled Onion flavour, putting it directly in front of eager Scottish foodies and potential customers.
Influencer collaborations and giveaways can be the key to digital PR success because followers trust them for their honest reviews and recommendations. Partnering with influencers is a fantastic way to build a brand’s following and links them to dominant industry voices – creating even more credibility.
This digital success went hand in hand with our traditional PR success, making for an ideal integrated PR campaign. Our story about the pickled onion launch can be read here and the successes of our overall digital PR campaign can be found here.