Sour Patch Kids came to HireInfluence wanting to promote its exclusive Sour Patch Kids Zombies 5oz pack at 7-Eleven stores. The company was looking for creative ways to generate general brand awareness and drive traffic to 7-Eleven stores to purchase and try the Zombies pack.
To inspire audiences to have fun and PLAY, our team built a campaign around influencers in the food and lifestyle segments to create a series of “zombie apocalypse” themed Halloween posts based on the use of Sour Patch Kids Zombies candies.
Because the 5oz pack is larger than a typical “grab and go” candy, it was a natural fit for influencers to share the candy with friends or use it for party food or in recipes for their Halloween parties. As Halloween parties are still widely popular across the Millennial demographic, it allowed for our team to incorporate blogs and a Pinterest component—channels that are heavily used during the Halloween season.
Our team hand-selected, vetted and activated a group of seven, ethnically diverse, Millennial Instagram influencers and bloggers with a minimum of 100,000 followers. The influencers also had to be considered part of the foodie scene, or publish content that fit naturally into the food and lifestyle space. We looked for influencers who displayed a bit of an “edge” and who had a spunky, or perky, image to ensure brand alignment with the Sour Patch Kids brands.
Influencers were challenged to create their own “zombie apocalypse” survival stash—a representation of the treats they would want to stock up on in the event of a zombie apocalypse. During the campaign run, the influencers captured themselves on location at their local 7-Eleven store picking up the candy. Their Instagram stories posts and regular posts featured their creations and were personalized to their own natural posting behaviors.
With just 7 influencers, the company was able to reach 13.9M potential customers and garnered 1.1M engagement indicators for just $0.04 CPE.