The creative will showcase authentic, quality content created by Social Soup’s highly engaged micro-influencer community, recognising the role and influence of influencer generated content (IGC) alongside branded content within the marketing mix.
In targeted locations in close proximity to key retail stores Australia-wide, digital shopalite panels will deliver dynamic social content from 50 micro-influencers with live authentic reviews to consumers as they happen during the campaign in August.
Brands increasingly understand the power of influencers in terms of awareness and engagement driving purchase and building consumer trust. The pioneering Social Soup campaign shows how brands can scale this impact through widespread distribution of this content.
Rebecca Dobbins, head of marketing, Nescafé said: “Nescafé Gold Organic is a product which consumers are embracing as a great tasting cup which is also 100% Fairtrade and organic. We wanted to showcase the positive sentiment we were seeing to build greater awareness of our new coffee along the path to purchase. This made social soup and OOH Media perfect partners.”
Social Soup’s business model provides the opportunity for both its clients and influencer community to connect via meaningful brand experiences resulting in credible content, genuine reviews and true sentiment. Social Soup has developed the most advanced technology platform to allow brands to connect with the right influencers, understand content using the most advanced AI and deliver live metrics and reporting for clients to optimise campaigns.
Sharyn Smith, CEO and founder, Social Soup added: “We’re very excited to leverage our technology platform to showcase how influencer generated content can drive incredible value for clients. We have built a solution for clients to tap into the right influencer partners, understand the highest performing content and then amplify close to the point of purchase delivering highly visual trusted recommendations. We’re happy to be working with Nestlé and OOH to pioneer this space.”
Source: Campaign Brief