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 that challenged influencers in the food and lifestyle segments to show the snack combos that would be their go-tos in the event of a “zombie apocalypse” (including Sour Patch Kids, of course!).
Our team hand-selected, vetted and activated a group of seven, ethnically diverse, Millennial Instagram influencers 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.