#TastesSoFresh: A Mutti Pomodoro Influencer Success Story!

At Sircle we believe influencer marketing is a must-have component of your social media strategy. One of the best ways to generate exposure for your brand is working with influencers on a calculated social marketing plan. Last October, one of our long-time clients Mutti Pomodoro, launched their #TastesSoFresh campaign. Mutti worked with 16 foodie influencers who authentically paired very well with the brand to promote the freshness of their finely chopped tomatoes.

Mutti Pomodoro is a Parma-based company that produces 100% Italian grown and produced, non-GMO tomatoes in a variety of forms. Mutti is the self-proclaimed guardian of authentic Italian tomatoes and honors a rich history while investing in innovation and leading sustainability practices. When finding influencers for a brand like Mutti Pomodoro, it’s important to search for those who are interested in creating delicious recipes and can genuinely speak about why their products taste so amazing.

The foodie influencers we carefully selected for the campaign shared videos of themselves eating their freshly chopped tomatoes straight from the can. Not only did this create great exposure for the product, but also gave them excellent user-generated content for their Instagram Stories and feed. This plan, therefore, nailed each of Sircle’s core pillars; growth (followers, impressions, reach and emails), engagement (captions, comments and lots of buzz from influencer followers) and content (really nice, influencer produced UGC).

Because Mutti is a very traditional brand, it can seem a bit more difficult to make their campaigns seem trendy in a social media space. That’s why searching for the most compatible influencers such as @madelinemhall, and @meatballssmama was essential for this niche brand. What is unique about working with true foodie influencers, is that many of them never show their faces in their posts. Once we found influencers that truly resonated with what our client is all about and got them to actually try the product, nearly all of them showed their faces in their posts. This is significant, as it assigns a deeper stamp of approval from these tastemakers AND it ties in nicely with Mutti’s marketing philosophy, which is that it is about the “chefs” as well as the food. If you love to cook and use great products, this really is the brand for you. This came across well thru this campaign.

Throughout the #TastesSoFresh campaign, we posted an influencer regram every two days to keep the buzz and momentum going and to show that Mutti tomatoes are perfect just the way they are; just tomatoes and salt. Once all of the influencers posted their videos, Mutti created a compilation video to send to email subscribers, creating even more exposure and interest in the product and helping create excitement among their growing community.

This campaign was a huge success and didn’t require a big financial commitment. It was more about hustle, finding good, smart partners and believing in our client’s awesome product(s). We will be running something similar back in the coming months, so be sure to go and check out Mutti and keep an eye out.

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Happy 3 Year Anniversary, Ticha!

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Recently, we celebrated the 3 year anniversary of Sircle Squad member and talented Photographer, Ticha Vichitlakakran. We wanted to ask Ticha a few questions to reflect on her time here at Sircle Media and find out what she’s learned along the way.

How did your journey at Sircle Media start? 

My major required me to have at least one internship and so during my senior year, I applied and got it! I was inexperienced and I had absolutely no idea what it would all entail or if I would be any good. I remember my first day very clearly in my head. I met Jenna for the first time and she had this amazing new tattoo and I just remembered feeling so welcomed by the whole team. That first day, Jenna had me standing on top of a table!

What do you remember as the best day at work? 

This is a tough one – being here for so long I can’t pinpoint a specific day but I can say that the days when the office is calm, Carlos is playing some tunes, and everyone is chatting all together (while working of course!) those days are the best! BUT if I had to choose ONE day… it has got to be my birthday 2 years ago when I had a MASSIVE pizza party.

What about the most difficult? What did you learn from that experience? 

One of the most difficult days in office was when I was working on a client that was not the easiest. Every call ended terribly and everyone seemed to be at a loss. The whole experience was tough but one of the most important things I took from it was that this/it is a team effort and when you need help – ask!

How do you think you’ve evolved throughout your three years on the Sircle Squad? 

Honestly, the Ticha from last year even is unrecognizable. Meaning I have progressed and grown so much, it is crazy.  I would not be the photographer I am today without having been here. From day 1 I was thrown right into it and every day since I have learned something new. In this kind of work, evolving is a must. Everything is constantly changing and faster than ever. You just have to keep up.

What is your favorite part about working at Sircle Media? 

My favorite part of working at Sircle Media is that since being here for such a long period of time – I have kind of grown with the company. I am grateful for this company and the team behind it. I’ve seen it grow tremendously through the last 3 years alone and I am proud to say that I have been a part of it.

What are you looking forward to in years to come?

I’m looking forward to seeing more progress and growth. As I said, I learn something new every day.

Thank you, Ticha for all of your hard work and for bringing such positive energy to the team! You’re a true SircleSquad member and we truly appreciate all that you do!

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Uplift Food + Influencer Blocking and Tackling Work = Success!

Influencers help move product, plain and simple.  Statistics show that 49% of consumers rely on influencers for product recommendations, while 40% of consumers say they purchase products or services after seeing them on Instagram, Twitter, or Youtube.

Because influencer marketing has become one of the main ways for brands to reach new audiences, 59% of marketers plan to increase their use of influencers. Here at Sircle Media, we believe deeply in the benefits of not just influencer marketing, but meaningful influencer partnerships that take things a bit deeper than one time collaborations.

Creating authentic, long-term partnerships with influencers fosters trust between a brand and consumers. When an influencer truly believes in your brand, their followers will believe in it too, especially when the influencer is authentic and true to themselves. This makes selecting the right ones, very important. It might seem like a daunting task, especially when a company is young and might be new to the social media game; though there are certain tactics a brand can use to implement long-term partnerships early on.

One of our clients, Uplift Food, has recently begun to deploy paid partnerships with true believers in their product. They focus on gut nourishing, prebiotic fiber with vitamin D and magnesium to help boost your mood. Uplift was founded by well known Registered Dietitian named Kara Landau, also known as @thetravelingdietitian. She was adamant about only working with fans and consumers and not just empty paid partnerships with people who dont use her product or believe in the company.

One of the strategies Uplift has used for creating influencer relationships is gifting in exchange for recipe posts. This is when newer or smaller brands pitch influencers that they trust will resonate with their product. An influencer then agrees to create a post featuring the product, and the hope is that when they discover that they love it, they continue to post with it because they truly believe in the benefits. Gifting can create incredible ROI, and in Uplift’s case, will also provide great user-generated recipes and content to use for their blog and Instagram account.

Because Uplift prides itself on the mood-boosting aspect of their product, on their feed you’ll find smiling faces of soon-to-be Registered Dietitians, health coaches, foodies, nutritionists, etc. With Uplift being a newer brand, we’ve found micro-influencers to be extremely beneficial. Micro-influencers (between 1-10K followers) might have a smaller following, but typically have much more engagement, and cost less, when it comes to paying for posts/endorsements of a product. Working with micro-influencers, when they have a smaller following allows partnerships to be more authentic. Not only have we been able to see success with these followers, but we have been able to make meaningful connections with them. The founder, Kara is in personal contact with all of these influencers and enjoys getting to know each of them to create a community.

When reaching out to micro-influencers for Uplift, we found success with college students studying nutrition, or soon-to-be Dietitians. We chose this specific audience to work with because they are the up-and-coming experts in this field and love to educate themselves on proper diet and nutrition. With a Founder like Kara in tow, we are one step ahead of the competition, because she is a rock star in this space.

One micro-influencer that we have seen great success with is the incredible Hannah, also known as @wholesomely_hannah. Hannah is studying food science at Penn State and loves all things health and wellness related. Her feed is loaded with recipes from sweet to savory. Back in April, we gifted her a bag of our product and asked her to give it a try. At the time, Hannah was studying the microbiome, so Uplift really resonated with her. After creating her first recipe, she absolutely loved the product! About a month later, she created an in-feed recipe post including the Uplift powder.

As Hannah continued to make delicious recipes using Uplift in her Stories and feed, our relationship grew, and she even created a testimonial video explaining how much she loves the product.

Another great example of the success that comes from gifting influencers is our partnership with @paiges_plates! Paige is a recent graduate of the Dietetics program at the University of Delaware and has just started the next step in her journey to becoming a Registered Dietitian at Rutgers University. Like Hannah’s, Paige’s feed is full of delicious recipes. For some time, Paige has followed and seen great success with the F-Factor diet which emphasizes the use of fiber, making her the perfect spokesperson for Uplift. Because we saw great success with Paige’s recipe posts and because she loves the product, we decided to do a giveaway for Memorial Day.

As our relationship grew, she also created a testimonial video explaining how much she loves Uplift. This was an unsolicited asset and one that helped us both. Not only has Paige enjoyed the functionality of Uplift, but being able to post about the product has helped grow her portfolio as a future RD. Win-Win!

Another successful influencer marketing tactic that brands utilize are long-term paid partnerships. In Uplift’s case, one of our new and paid long-term partnerships with Krista, also known as @frozen_bananas_, began as a gifted, unpaid partnership. Krista also makes mouthwatering recipes on both Instagram and her blog.

Krista’s first post was a delicious Peanut Butter Cup recipe using Uplift. The recipe was well-received by her audience, and she continued to use Uplift in many more of her posts and Stories. When we first started working with Krista, she was considered a micro-influencer but has grown over time to 13.9K followers. As her page gained momentum, we thought she would be the perfect influencer to begin a long-term paid partnership with.

Long-term partnerships create more visibility and authentic, meaningful relationships between an influencer and brand. In addition to creating meaningful relationships with influencers, Uplift loves to make connections with followers of those influencers by engaging consistently with their posts. We do that heavy lifting for our clients to make sure they stay engaged in those conversations.

When recipe maker Nicole, also known as @lashesandlemons, posted a recipe including the Uplift powder at the beginning of August, we made sure to engage with every earned comment from her followers. Following up with potential customers shows that you truly care about your relationships and want to develop a community. The whole point of social!

While Uplift is still a young and relatively unknown brand, they are playing the game right and have a lot of exciting stuff on the horizon. Our influencer partners and their followers will certainly be the first to know!

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