I collaborated closely with the brand to elevate their products into the mainstream market, leveraging their halal and kosher certifications as a unique selling point. Recognising the untapped potential in niche communities, I centred my strategy around Muslim micro-influencers in fitness and food. By targeting this demographic, I aimed to build deeper connections and expand the brand’s reach organically within culturally relevant spaces.
To maximise efficiency, I segmented the influencers into two categories: 'triers' and 'veterans'. 'Triers' were individuals unfamiliar with biltong, while 'veterans' were well-acquainted with it and likely already had an audience interested in similar products. This segmentation allowed for a more tailored and cost-effective approach. Smaller packs were sent to 'triers' to introduce them to the product, while larger packs were reserved for 'veterans', ensuring minimal waste and optimising the brand's budget.
In addition to segmenting influencers, I personalised the product selection to align with their content and audience interests. For instance, fitness influencers received smaller dried snack packs, which they could seamlessly showcase as part of their active, on-the-go lifestyles. This not only highlighted the product's convenience but also demonstrated its alignment with their personal brand, boosting authenticity and engagement.
To track and measure campaign performance, I assigned each influencer a unique discount code. This provided a dual benefit: incentivising their followers to make a purchase while enabling the brand to monitor sales directly attributable to each influencer. The campaign successfully generated sales, increased brand awareness, and positioned the brand favourably among halal audiences, expanding its appeal beyond its traditional association as a kosher product.
As a result of this strategic campaign, the brand was able to grow its customer base, attract new audiences, and position itself as a versatile and inclusive snack option. This laid the foundation for further expansion and solidified its relevance in both niche and mainstream markets.
