Influencer Impact: City Barbeque’s 25th Anniversary
The Challenge
Champion was challenged by City Barbeque to increase awareness of its 25th Anniversary and Wayback Wednesday campaign and increase overall social engagement through micro and macro influencer partners. The goal was to partner with 20 influencers in key markets using a strategically allocated budget to secure engaging content for use on various social and paid media campaigns. The brand also had a goal to increase its social followers through this campaign.
Deliverables
- Micro and macro partnerships
- 20 in-feed video posts on Instagram or TikTok
- Increased online awareness
- Increased social engagement
- Increased followers
- Reporting and analytics
The Solution
Champion leveraged its national influencer relationships in City Barbeque’s key markets to execute a multi-pronged strategy to maximize awareness of the monthlong 25th Anniversary celebration and Wayback Wednesday, a one-day throwback to the brand’s 1999 pricing on select items for all guests. Champion focused on securing high-quality micro and macro influencer partners – some with high reach and others with high engagement – and provided each partner with a gift card to give away to their followers with the requirement to follow City Barbeque on Instagram or TikTok in order to enter to win. Pre-campaign goals included a strong increase in fan engagement, new followers on Instagram and TikTok and tapping into local influencers’ audiences through authentic, “come as you are” content. Champion also ensured paid partners provided usage rights to all assets in order to maximize the life of the partnership through paid media, social media and other avenues.
The Outcome
Champion’s efforts resulted in more than $37,200 in estimated media value through 24 paid and trade influencer partnerships. The influencer content also garnered more than 138,300 total video views, more than 6,400 total engagements and had an average engagement rate of 2.04% – well above industry average. City BBQ also gained a total of 900 new social media followers on Instagram and TikTok due to Champion’s efforts. Overall, the campaign produced an 8X ROI based on influencer rates and estimated media values.
$37,200
EST. MEDIA VALUE
24
MICRO + MACRO PARTNERSHIPS
8X
ROI
138,300
TOTAL VIEWS
6,400
ENGAGEMENTS
2.04%
ENGAGEMENT RATE
900+
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