ITB audited past influencer activity at Kind to create an optimized strategy focused on delivering above benchmark engagement. We executed influencer marketing programs to support all new product launches with tools to track and manage content delivery and campaign performance
ITB was tasked with developing a complete 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.
KIND Snacks wanted to link with social influencers to boost the brand’s engagements among consumers. Identifying the right influencers involved a combination of objective metrics, like CPM, audience demographics, real versus fake followers, and proven authenticity through subjective qualities. ITB successfully ran each campaign, over-performing against our targets.
ITB needed to seek out the type of influencers who would drive the brand the most organic engagements and seamlessly fuse KIND Snack’s creative and messaging guidelines with their own personal style. Some of the names we’ve worked with: Hailey Duff, Busy Philipps, to Megan Batoon and Katie Stauffer.
Influencer and celebrity strategy begins with why, how, and when, then who. With our client KIND Snacks, we started by defining program objectives, understanding individual product attributes and determining program strategy. We also leveraged competitive and performances analyses per each individual talent to ensure each candidate was a fit. Next up, talent discovery where we aligned on the individual value of each influencer in relation to our overall budget and measurement goals. Once aligned on talent we used our negotiation expertise to finalize agreements and manage programs through execution. Lastly, as part of our service we also deliver a report highlighting campaign performance and key learnings.