New Truffle and Praline-6
Submitted by TRIBEAgency IPI Score 32/100

Green & Black's Truffle and Praline Creator Launch

Influencer Marketing

TRIBE ran a creator launch for Green & Black's new Truffle and Praline bars, with 42 influencer posts that the agency reports generated 41K likes.

41KLikes
41.4KLikes & Comments
1.95%Engagement Rate
2.1MCombined Followers

Case in 60 seconds

Green & Black's was introducing new Truffle and Praline bars and needed launch content that kept the brand high quality, premium and indulgent while making clear that each bar holds a soft centre with nothing artificial.

The brief turns on texture rather than claims, because a soft truffle or praline centre is a detail that moving formats show better than a still image, which is why TRIBE prints videos, boomerangs and gifs as preferred.

TRIBE opened the launch to creators through one brief asking them to submit posts showcasing the new Truffle and Praline bars, styled warm, contemporary and simple so that every post carried the brand's premium register.

Creators submitted 42 posts showcasing the new Green & Black's Truffle and Praline bars, working to a brief that preferred videos, boomerangs and gifs and asked for warm, contemporary and simple styling around a soft centre with nothing artificial.

TRIBE reports 41381 likes and comments across the 42 creator posts, headlined on the page as 41k likes, alongside an engagement figure of 1.95% and a combined creator following of 2123862.

Strategy Breakdown

The brief casts Green & Black's as high quality, premium and indulgent, so creators were asked to carry the brand register as well as the news of a new bar, rather than the product news alone.

Creative & Execution System

Partners

  • TRIBE

Results & Evidence

MetricValue
Likes41K likes
Likes & Comments41.4K likes and comments
Engagement Rate1.95%
Creator Posts42 posts
Combined Followers2.1M followers

Why TRIBE's strategy worked

  1. 1

    Naming preferred formats in a brief, here videos, boomerangs and gifs, gives creators a way to show a soft centre rather than describe it, so the product detail travels through the content itself.

  2. 2

    Tying styling direction to brand attributes such as warm, contemporary and simple lets many independent creators produce posts that sit together as one launch rather than as scattered endorsements.

  3. 3

    Reporting audience comments next to engagement counts gives a launch a reading on intent to try rather than attention alone, because a count of likes does not show whether anyone plans to buy.

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