Boost Brand Engagement through Influencers
ITB was tasked to develop an influencer strategy and campaign for each influencer marketing initiative for existing and new product lines, including the traditional Core bar, as well as brand new product lines: KIND Protein, Chocolate Pressed Bars, and the KIND Kids line.
360° Influencer Audit, Strategy, and Campaign Identifying Key Influencers and Metrics
After identifying key performers in the entertainment business who speak to the 18-year old demographics and cultural zeitgiest, the next step was to come up with an idea that could create a moment in culture with the potential to go viral. ITB secured Cardi B and Offset to start a TikTok movement and staged a buzzworthy “rap battle” between the pair, exclusively hosted on TikTok. Once the ruse was revealed, we also engaged demo-friendly talent Blake Griffin, Awkwafina and Roy Woods to round out our #WrapBattle Challenge. Ahead of Super Bowl, Lil Yachty and the guys of Migos showed us their interpretation of #GoLong in a social activation spanning TikTok, Twitter and Instagram.
Delivering Above Benchmark Engagement
The campaign reached over 109 million Instagram and Twitter followers and received over 3 million likes across social platforms. Top entertainment outlets including Complex, Billboard and BET covered the challenge on their online properties which extended of the campaign further.