Case StudiesInfluencer Marketing

How Godiva’s Micro-Influencer Program Powers a Confection of Content, Conversation & Commerce

By February 1, 2018 No Comments

Faced with the dynamic proliferation of digital channels and increasing complexities of influencer marketing & relations, how does Godiva, among the world’s leading luxury chocolatiers, efficiently meet the ongoing demand for premium brand content during not one – but three key seasonal campaigns?

Godiva worked with Mavrck and Curalate to implement a micro-influencer strategy led by a select community of #GodivaInsiders, who created and captured moments of joy & delight around seasonal Godiva products in the weeks leading up to the Holidays, Valentine’s Day, and Easter. Micro-influencer generated content was then repurposed on Godiva.com through Curalate’s Fanreel integration, which enabled consumers to purchase the products featured in the content.

Through these campaigns, Godiva not only appealed to the complex emotions and tastes of today’s modern consumers across key brand touchpoints, but transcended the feed to drive incremental brand engagement, e-commerce conversions, and content efficiencies.

Opportunity

To meet the content demands of today’s fast-paced social landscape, Godiva needed to develop an efficient, authentic influencer-generated content strategy during key holiday seasons that delivered incremental value and sales

Goal

Increase Godiva brand awareness, traffic, and sales through high-quality influencer generated content during three seasonal campaigns: Holiday 2016: ‘The Box That Keeps Giving’; Valentine’s Day 2016: ‘Give Love, Give Godiva’; and Easter 2017 ‘Godiva Spring’.

#GodivaInsider Program Overview

Godiva used the Mavrck platform to identify relevant micro-influencers and engage them across two core use cases:

  • Activate Micro-influencers to create and share original branded content on their own Instagram feeds.
  • Amplify and scale campaign by repurposing Micro-influencer generated content across brand-owned social media channels, as well as brand.com e-commerce destinations through Curalate Fanreel

Return-On-Influence

In achieving greater incremental revenue and content efficiencies with Mavrck, Godiva decided to implement an ’always on’ #GodivaInsiders program, activating micro-influencers monthly to create authentic brand content around core and seasonal products.

How Godiva Accelerates Trust & Transparency in the Path to Purchase with Influencer-Generated and User-Generated Content

godiva-igc-path-to-purchase

 

Key Results

100
Micro-Influencers Activated on Instagram
44,000
Engagements on Micro-Influencer Generated Posts
43
Increase in Organic Brand Engagement on Instagram
18
More Efficient than Macro-Influencer Activations