Nielsen-Massey
Project Management & Influencer Marketing
By Numbers
Overview:
Nielsen-Massey Vanillas is an international, family-owned manufacturer of gourmet vanillas and flavours. In 2021 and 2022, Jem Bahaijoub Consulting was hired by Wilks Communications (the brand’s PR agency in the USA ) as the project manager for an extensive PR, influencer and social media campaign in the UK and Ireland.
Goals:
To grow the brand’s online reach beyond its existing marketplace to create momentum with international expansion plans.
To increase brand awareness of the brand across broad and niche target audiences in the UK & Ireland.
To position Nielsen-Massey as an educator for home bakers/chefs, offering quality vanillas and flavours in the UK and Ireland.
Approach:
We sought social media partnerships with a top-tier influencers in the baking industry.
The creation of an exclusive Nielsen-Massey baking hamper for competitions and giveaways.
The launch of an amateur baking competition to celebrate the Queen’s Platinum Jubilee with a top-tier media title.
The launch of a seasonal recipe-led media and influencer campaign.
Results:
70+ influencer partnerships including a long-term brand partnership with Great British Bake Off finalist Lizzie Acker, which resulted in coverage in People magazine, Female First and Yahoo News.
Combined social media and PR reach of 33 million over a 7-month period.
11+ media partnerships including a multi-platform partnership with top-tier media title, Delicious magazine (secured and co-ordinated by the PR agency, PR When You Need It).
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