Product Marketing to Millennial Moms

Challenge: Drive product awareness for FAGE among Millennial moms by partnering with food and lifestyle influencers for authentic storytelling, while building a library of engaging content for the brand to use on owned and paid channels.

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Approach:​

• Contracted 45 recipe-focused, lifestyle, and family influencers throughout the US to create content highlighting FAGE best best-selling products ​
• Execute 3-4 seasonal campaigns per year across everything from back-to-school to the US Open to Holiday recipes.​
• Managed each influencer to concept, create, and publish their content to Instagram and/or TikTok as short-form video or static images ​
• Supported all content with paid media to expand the reach among the target audience of health-conscious moms, sports fans, and home chefs across the US​
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Impact:​

• Drove awareness of the brand by reaching over 78.3M accounts and 60.6M views across Instagram and TikTok with nearly 400 pieces of content​
• Directed 66K users to FAGE’s where users could find store locations near them for purchase​
• Recipe-focused campaigns made a greater impact as they drove 70% of the total link clicks​