Why is this work relevant for Social & Influencer?

The core strategy of this campaign is dependent on nano KOLs belonging to targeted communities in Singapore. This effectively allows us to build awareness and interest around the brand - which would only appeal to certain groups of consumers. As nano KOLs typically belong to a niche community, their followers are more inclined to trust and value their opinions, versus an advertisement that they come across on social media. Through carefully handpicked influencers, we are able to put ourselves at a better position to tell our brand story and the positive impact we are creating for the planet.

Background

Singaporeans are well aware of sustainability issues, but the mass awareness and adoption of sustainable habits is still sorely lacking. As a purpose driven F&B start-up in the country that is health-focused, plant-based, and sustainably-sourced, Re- needed to break through a nation that is selective and still sceptical about sustainable consumption - in order to bring them revolutionary snacks that can positively impact the planet, the farmers who grew the food, and the health of the people consuming them. Our objective is to build 10-15% in community growth of like-minded conscious consumers for a new brand launch. This was executed by first identifying the right people who will resonate with the brand while skyrocketing the awareness of Re- from zero to high. As Re- is a start-up with limited budget, our strategy also took cost into consideration by not spending any media dollar.

Describe the creative idea (30% of vote)

With huge ambitions but limited budget, we had to do something out of the box to achieve the maximum impact we need, creatively: ●We sent KOLs snack kits containing an assortment of snacks. Each product comes with a unique QR code which the KOLs can interactively scan to trace different positive impacts on the planet, farmers and their health as they snack. ●To further position Re- as an earth-loving brand, the snack kit is delivered in a reusable woven bag that is extra Instragrammable. ●A fact sheet is included with important details of Re-’s brand story. It is thoughtfully crafted with the intention of shaping our KOLs' captions so they can share the right content with their followers. ●KOLs were given the option to run Re- giveaways to help achieve more reach, awareness and product trials, with the mechanics to follow Re- Instagram page and tag several friends.

Describe the strategy (20% of vote)

Putting into effect the collective power of small actions, we engaged nano KOLs for macro results! Why Nano KOLs? ●They typically belong to a very niche community which share the same values and interests. ●People trust and value the opinions of other people they are already know, versus an advertisement. ●They don’t do this for a living and will only feature partner brands they truly believe in. After mapping the values which resonate with those of Re-’s, we identified the most valuable communities to engage: ●Primary: Foodies, health-focused, authentic, earth-loving, trendy, conscious consumers, and practice sustainable living. ●Secondary: vegan, vegetarian, parenting and fitness. Our approach allowed us to amplify the brand into various communities at one shot. We chose Instagram as it is quickly becoming the nation’s favourite social media platform with increasing active users in 2021. The platform also allows us to track posts and monitor progress with ease.

Describe the execution (20% of vote)

Every touch makes a difference to Nano KOLs who pride themselves on their credibility, and Re- as a brand that is on a mission to do just that. You are what you eat "Our small, everyday actions can have a big impact" belief was translated into each snack kit. Nano KOLs can scan the QR on the pack to trace different positive impacts on the planet, farmers, and their health as they snack. Enable the communities As each Nano KOL hails from different communities, their followers engage differently to what Re- stands for. Thus, our story was thoughtfully designed to highlight various points that can be easily translated into captions for different communities. Amplify our impact Our KOLs had the option to run giveaways if they like what we stand for. The same snack kit arrived in the winners' homes, encouraging them to do the same sharing with their friends!

List the results (30% of vote)

This campaign could have cost $95,000*. We did it without spending a single cent! Using the collective power of 25 nano KOLs, we successfully and significantly magnified the impact of the campaign and at zero engagement cost. Amplification With only an average fan base of 4,290 followers, our mighty nano KOLs collectively posted 19 Instagram posts and 68 Instagram Stories – which is a whopping 1,900% and 3,400% increase as compared to engaging just one mid-tier KOL. Growing community Re- has gained a weighty follower growth of 28.9% of new-found healthy, sustainable snackers from all over the island! Keeping the love real Sentiments around Re- is loaded with positivity: 40% talked about how healthy and tasty our snacks are, and 20% about our brand beliefs and meaningful causes. ●1900% Increase in Instagram posts ●3400% Increase in Instagram stories ●28.9% Increase in community growth *average of $5,000/post charged by mid-tier KOL