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MAKING A SPLASH ON INSTAGRAM

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CHALLENGE

increase the METABOLIC MEALS instagram audience by Leveraging an influential social media personality

Metabolic Meals wanted to increase their Instagram follower audience by leveraging social media influencer, American Ninja Warrior, and mother of two, Charity LeBlanc.

Keeping the campaign mutually beneficial for Charity and Metabolic Meals while remaining authentic was key. By working with Charity in the planning, creative, and launch process, she was able to stay true to her fans while speaking authentically about the impact Metabolic Meals has had in her life.

OUR ROLE

SOCIAL MEDIA STRATEGY

INFLUENCER MARKETING

CAMPAIGN CONCEPT

COPYWRITING

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THE RESULTS

6%

FOLLOWER INCREASE IN 24-HOURS

8.2%

FOLLOWER INCREASE IN 7 DAYS

356%

AVERAGE INCREASE IN IG STORY VIEWERSHIP

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THE plan

We collaborated with Charity on how we could deepen the relationship with her existing audience of 805,000 while giving them firsthand testimony to the convenience, nutrition, and variety of our client, Metabolic Meals.

Together, we decided that a contest giveaway on Instagram would be a great way to introduce Metabolic Meals to her fans while providing the right mix of high-value, low-risk content.

We knew that the contest would be a great intro, but to really drive home her relationship with Metabolic Meals, she had to speak for the brand. We agreed that the best way to do that would be a guest takeover of the Metabolic Meals instagram account. 

THE CAMPAIGN

Metabolic Meals agreed to provide a week of free meals for the contest. This allowed for a new audience to be exposed to Metabolic Meals with a low barrier to entry, raising awareness for both brands.

The rules of the contest were simple; follow Metabolic Meals, tag a friend, and stay tuned to see who wins. Because we made tagging a friend required, tagged users were introduced to both brands via a friends’ credible endorsement. Followers to both Instagram accounts began to pour in because of this tag-and-share mechanism.

When Charity took over the Metabolic Meals Instagram account, she posted a behind the scenes look at what a typical day as a Ninja Warrior looks like. She told her existing fans to hop over to the Metabolic Meals account to watch this exclusive content. This let her fans connect through a new channel while at the same time introducing Metabolic Meals fans to a new brand ambassador.

SUMMARY

With undeniably engaging content, we were able to help generate hundreds of thousands of brand impressions for Metabolic Meals while increasing their Instagram followers by 6% in less than 24 hours and 8.2% over the 7 days following the campaign.

Thoughtful strategy, authentic collaboration, and superb execution are the ingredients to creating campaigns like these. When it all comes together, everyone wins; Charity, Metabolic Meals, and most importantly, the fans.