2013 Social Influence Strategy - ''Food Creators''
Agency : CloudRaker
Client : Natrel
When : December 2013
Skills : Public relations, content strategy, social influence and social media
Context : Natrel, the Canadian diary cooperative, is more than just a white milk. The objective was to create emotional attachment with the product. The 2 rules were to respect the premium adjective of the brand and to integrate the usage of a Natrel product.
The thinking : Who in the world love his work and has milk in his daily routine. Pastry Chef? Cook? It's kind of complex to do something due to the fact that they are really busy. And then, it hit me. The people that invest their time in cooking, photographing and posting online are truly passionate.
The strategy : The idea was to integrate the brand in the food bloggers' routine. They are already thinking about their next creation, we only need to introduce ourselves and ask to be part of their next recipe.
The result : We've collaborate with more than 50 food bloggers in Canada and all the content created can be up-cycle by the brand indefinitely.