In Denmark, it’s almost impossible to find a person who doesn’t know the takeaway brand Just Eat. The first campaign in collaboration with Just Eat, therefore, focused on product awareness of all the different takeaway options Just Eat offers. The first campaign we activated 15 micro influencers. The numbers and content showed a clear success. Therefore, we needed 40 micro influencers for the second campaign, where the focus still was product awareness and brand image. Just Eat isn’t only when “you don’t want to cook”.
Just Eat is just another example of even the largest brands needs a bit of “human touch” in their marketing. The popular “human touch” should once again come from our micro influencers. It’s only a few in Denmark who don’t know the Just Eat concept, so it wasn’t the main focus of this campaign.
The aim was to disseminate awareness of all Just Eat product options, how the takeaway range matches each occasion. Just Eat isn’t only when you don’t want to cook or lie on the couch with a hangover. The brand image was therefore also a central part of the campaign.
If you have any doubts about what is meant for all occasions, Just Eat gives you the answer here:
The campaign’s unique selling points were “it’s easy”, the product range is large and for all occasions. The campaigns micro influencers had that in mind throughout their exciting content.
The micro influencers task was therefore very simple. They all received a gift card for Just Eat, which could be used for their own takeaway favorites. Just Eat delivered the delicious food, the micro influencers delivered the delicious content. The purpose of the content was to inspire their followers. The micro influencer’s content delivered countless images for Just Eat’s own social media, and the use of right hashtags and tagging generate the traffic there. In MINFLU we call it a “human touch” to marketing.
Of course, a successful influencer campaign was supported by successful data. At MINFLU we selected our 40 greatest micro influencer foodies, who together delivered 161 feed post. Overall, they spread inspiration for takeaway options for their 154.555 followers.
The response from their followers wasn’t surprisingly a success, where the 161 posts in total received 29.080 likes and 1.875 comments. Overall, the campaign achieved an Engagement rate of 20,03%. Let us just call that a success 😉
Psssst… If you’re in lack of inspiration for what hashtags you should use when sharing food pictures with all Instagram’s foodies, the campaign’s most used hashtags were #takeaway #sushi, #foodporn #aftensmad, and #hygge.