IMPRESSIONS

26M

REACH

20.5M

ENGAGEMENT RATE

13.17%

CLICKS

62.5k

STRATEGY

The campaign strategy focused on leveraging the influential power of storytelling. Our team recruited influencers from diverse backgrounds such as travel, fitness, and cinema, chosen for their commitment to using their voices daily. Central to our narrative was the integration of Ricola into everyday life, emphasizing its proactive usage as a preventive measure, rather than solely addressing vocal issues reactively. This approach aimed to showcase the product’s versatility across different lifestyles while highlighting its role in supporting vocal health daily.

26M

IMPRESSIONS

INFLUENCER CURATION

Our team curated and vetted 18 influencers with varying audience demographics and sizes to emphasize Ricola’s Throat Balm is perfect for anyone that uses their voice daily. The age range of 24 to 34 was our biggest audience for this campaign, making up 37% of the audience. This positioned the Ricola product in front of young Millennial audiences, and those that are likely to shop products to soothe and care for their throat. By aligning with many different influencer categories, we were able to highlight the product in new ways and show a diverse range of content, directing audiences to purchase the product at a retailer nearest them.

20.5M

REACH

CAMPAIGN EXECUTION

The Ricola Throat Balm campaign employed a comprehensive influencer strategy, leveraging multiple rounds of content to establish ongoing touchpoints and cultivate a strong brand affinity. Instagram influencers adeptly utilized various formats including IG Reels, IG Carousels, and IG Stories, seamlessly integrating Ricola products into their content. Similarly, TikTok influencers crafted numerous engaging videos complemented by IG Story Sets, ensuring a cohesive multi-platform approach and maximizing audience engagement through Instagram’s Story link feature. By showcasing the versatile usage of Ricola Throat Balm products in diverse life settings, from outdoor adventures to cozy moments at home, influencers authentically conveyed the product’s relevance across various activities and environments. Encouraging audience action, influencers directed their followers to purchase through a custom mikmak link, seamlessly integrating commerce into the content journey. The campaign yielded exceptional results, surpassing initial targets with a combined total of 26 million impressions and a reach exceeding 20 million individuals. Notably, the content resonated strongly, evidenced by over 23 million video views across Instagram Stories, IG Reels, and TikTok. Collectively, the influencers recruited exceeded industry benchmarks, effectively amplifying the Ricola brand and product message in an authentic and impactful manner.

13.17%

ENGAGEMENT RATE