Holiday parties and influencer marketing: the case of Stella Cheese

To support its end-of-year sales and be present on American New Year's Eve tables, Stella Cheese has called on mothers of families who are food bloggers.

Nearly 9 out of 10 French people are planning improved meals for the festive season, with the average budget allocated to New Year's Eve dinners reaching €145 in 2016 according to a Toluna survey for LSA. That's 5.7% more than in 2015. The festive season represents a real business opportunity for food brands. Stella Cheese has understood this, and to maximize its sales, the brand has launched a clever influencer marketing campaign.

Key Learnings :

By inviting food influencers to share personal and authentic memories of Christmas meals, Stella Cheese reached 35 million consumers. As a result of its Influencer Marketing campaign, the Italian cheese brand recorded sales growth of 10%, more than double that of its competitors (4.3% for the entire "Italian Cheese" category).

Campaign results :

• 35 million people reached
• 90,000 interactions on social media
• 28,500 visits to the program's dedicated landing pages

Objectives:

• Increase year-end sales
• Positioning yourself as a must-have for New Year's Eve meals
• Target groups: American mothers and young adult cooks in charge of Christmas meals.

The campaign:

The 75 Food, Family and Lifestyle influencers created original recipes around a Stella cheese. Each recipe was accompanied by a testimonial, a family Christmas memory, or a shared experience of entertaining guests. The 2,500 publications achieved high rates of engagement, thanks to the quality of the content shared and the authentic, intimate feel given by the influencers, who also invited their audiences to take part in the campaign by creating their own Stella Cheese recipe.

Examples of publications:

The Wandering Gipsy

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