Introduction
For over 30 years, Intersand has been dedicated to developing the best products using best practices to ensure a long and healthy life for our pets.
Franchir was entrusted by Intersand to increase awareness of one of its products, OdourLock MaxCare litter. The mandate involved raising public awareness and informing them about the features and benefits of this innovative product, which incorporates patented Blücare technology to detect potential health issues in cats.
A two-phase influencer marketing strategy was implemented. During the first phase, press kits were sent to influencers to spark initial interest and engagement.
This case study focuses on the second phase: an influencer marketing campaign designed to boost product awareness in Quebec and Ontario.
Objectives
Secure social media reach and maintain message control.
Amplify messages to maximize engagement and drive clicks to the website.
Create content for Intersand’s social media platforms.
Strategy
The strategy for this campaign was to collaborate with content creators who demonstrate unconditional love for their cats, naturally showcasing them on their platforms.
Influencers were invited to feature their cats in entertaining and authentic content that resonated with their communities. The goal was to highlight the various features of OdourLock MaxCare litter organically, focusing on its ability to detect health issues in an educational or humorous way.
The strategy combined the influencers’ creativity with a clear brief provided by Franchir, ensuring that the posts conveyed the campaign’s key messages in a natural, engaging, and effective manner. The content, including TikTok videos, Instagram Reels, and Stories, was carefully crafted to captivate the audience.
The influencer-created content was approved before publication and amplified by the brand once live. This approach allowed Intersand to reach a broader audience, connect with its target market, increase brand awareness, and remain top of mind.
Results
Global results
- 7,029,276 impressions
- 368,995 engagements
- Cost per thousand impressions (CTI): $2.63
- Average engagement rate: 5.25%
Ontario
Results for @HeyItsGingerAndPepper
- 6,807,876 impressions
- 365,730 engagements
- CTI: $1.46
- Average engagement rate: 5.37%
Quebec
Results for @GirlyAddict
- 154,400 impressions
- 2,682 engagements
- CTI: $35.62
- Average engagement rate: 2,2%
Results for @JulieMunger
- 67,300 impressions
- 2,682 engagements
- CTI: $44.57
- Average engagement rate: 1,1$
Highlights
The results speak for themselves: @HeyItsGingerAndPepper alone achieved 6,807,876 impressions, significantly reducing the campaign’s average cost per thousand impressions (CPM) to $2.63. For comparison, typical CPMs are often around $50. This campaign was, therefore, a massive success!
Qualitative Objectives Achieved:
- Brand Recognition: OdourLock MaxCare and its Blücare technology benefited from strong brand recognition, with multiple mentions in the opening seconds of Reels and TikTok videos.
- Key Messaging Delivered: The video format allowed the integration of key messages, highlighting product features and benefits. The product’s ease of use and effectiveness were well-demonstrated.
- Entertaining Content Triumphs:
In 2024, the most effective way to capture users’ attention is to stand out by entertaining them. Humorous content, enriched with storytelling, far outperforms purely promotional or educational content that simply delivers key campaign messages.
This approach not only conveys the key messages in a more engaging way but also creates memorable experiences that resonate deeply with the audience over time.
