Influencer Strategy
This multi-platform campaign drove strong organic and paid results that surpassed the high end of our campaign projection by over 6M impressions (13M-20M estimation, 26M actual). The mix of key influencers, creative concepts, engaging content, and strategic paid media propelled the campaign to a new level. Influencers played a successful role in product education & reinforcing the 365 use case.
Ricola (US)
26M Impressions
23.8M Video Views
20.4M Reach
2.6M Engagements
Results
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Influencer & creator campaign strategy (sourcing, briefing, management)
Creative/tactical briefing
Content planning
Brand voice & guidelines development
Performance reporting & optimization
Cross-functional collaboration (agency partnership)
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Many consumers weren't aware that Ricola now makes products designed for everyday use, not just occasional sore-throat relief. So, the brand needed to clearly establish a 365 use-case and educate audiences on this broader utility.
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This strategy centered on showing the product as part of everyday routines through creators whose own voice and niche made that believable, like a teacher-influencer such as TidyDad, where the product could show up naturally. The content direction was set before any creators were chosen, so every piece of content felt cohesive.
Working with an influencer agency for creator management, the approach relied on careful creator selection, a strict approved-language guide to keep messaging consistent, and close content review to protect that consistency through to publish, with learnings captured along the way to inform future campaigns.
Overview
