Industry: Consumer Goods
Egglife Foods, an innovative startup and category disruptor within the CPG category, offers wraps made of egg whites instead of flour. With the growing popularity of Keto, Paleo, and gluten-free lifestyles, egglife egg white wraps provide a much-needed tortilla alternative, offered in five flavors.
As a way to organically engage targeted audiences and raise brand awareness, Spool was tasked with an earned influencer campaign, and what better day to highlight such a unique product, than National Egg Day?
For National Egg Day, we celebrated the nutrition powerhouse that is the egg with egglife® egg white wraps by strategically identifying and reaching out to target-right influencers at the micro, mid and macro level to gift with a premium mailer. We targeted previous brand partners, existing brand fans, and those we felt embodied the brand personality for the sampling and gifting opportunity to both capitalize on engagement from existing brand fans and introduce the product to new consumers.
We encouraged these influencers to share in the celebration by wrapping up their favorite egglife recipes and enjoying some fresh air with the help of our premium mailers.
Leading up to National Egg Day, 21 target-right influencers received premium gift boxes, resulting in over 50 pieces of branded social content featuring unboxing visuals as well as original recipe creations using egglife egg white wraps across platforms like Instagram and TikTok. Not only was there an abundance of organic content – garnering a total of 2.2 million potential impressions – but the authentic nature of this content drove an above average engagement rate of 4%.
To build off of the success of our initial National Egg Day gifting campaign, we followed up with select influencers a few weeks later with a custom discount code to celebrate International Picnic Day resulting in additional organic social coverage.
Beyond the numbers, this earned gifting campaign helped drive more authentic relationships with existing brand fans, as well as created new brand fans and partners.