Herdez #MisPosadas Las Posadas Influencer Giveaway
Influencer MarketingLinqia ran a Las Posadas influencer program for Herdez with Mexican and Mexican-American creators in the U.S., reporting an engagement rate 487% over the program expectation.
About the campaign
Herdez worked with Linqia on a Las Posadas influencer program that drove an engagement rate 487% over the program expectation. Herdez makes authentic Mexican food products, from salsas to tortillas. The brand wanted to raise awareness and send traffic to a Las Posadas recipe landing page. It also needed entries for a Las Posadas giveaway.
The agency reached Mexican and Mexican-American influencers in the U.S. with interests in home cooking, food photography and family traditions. In all, 60+ communities run by these influencers took part. Influencers shared their family Las Posadas traditions with original photos of old family recipes made with Herdez ingredients. They asked audiences to post their own memories with #MisPosadas, and each post entered the giveaway.
The agency reports that influencers generated 1,300+ pieces of content, 163% more original content than the program goal. Traffic to the landing page ran 44% above the committed level. Top #MisPosadas Instagram posts received 5x more Instagram likes than average. People pinned program photographs to their own Pinterest boards 1,300+ times.
Case in 60 seconds
Herdez wanted to raise awareness and connect with consumers, and while it had built a Las Posadas landing page of recipes for hosts, it still needed traffic to that page and entries for its giveaway.
Each host family in the 9-day Las Posadas tradition provides the evening's traditional food, so a Mexican food brand offering recipes enters a ritual where cooking is already essential rather than interrupting it.
Herdez and Linqia built the program around family memory, with Mexican and Mexican-American influencers in the U.S. sharing their own Las Posadas traditions and old family recipes reworked with Herdez ingredients.
Linqia influencers published blog stories and Instagram posts with original photos of old family recipes made with Herdez ingredients, asking audiences to share Las Posadas memories under #MisPosadas, which also entered them in the giveaway.
Linqia reports that influencers created 163% more original content than the program goal and drove 44% more landing page traffic than committed, while the engagement rate ran 487% over the program expectation. Top #MisPosadas Instagram posts received 5x more Instagram likes than average, and people pinned program photographs to Pinterest boards 1,300+ times.
Strategy Breakdown
Creative & Execution System
Assets & channels
Partners
- Linqia
Participation mechanic
- Audiences shared pictures and stories of their own Las Posadas memories with #MisPosadas, and each post carrying the hashtag entered that person in the Herdez Las Posadas giveaway contest.
Results & Evidence
| Metric | Value |
|---|---|
| Engagement Rate vs Goal | 487% over expectation |
| Instagram Likes | 5x more likes |
| Pinterest Pins | 1,300+ pins |
| Original Content vs Goal | 163% more content |
| Pieces of Content | 1,300+ pieces |
| Communities Taking Part | 60+ communities |
Why Linqia's strategy worked
- 1
Tying a food brand to a holiday where each host must cook gives creators a practical reason to feature the product, because the recipe answers a need the tradition already sets every night.
- 2
Casting influencers who share the tradition lets them write from family memory, which is why audiences identified with the theme and engaged at a rate 487% over the program expectation.
- 3
Making the hashtag post itself the giveaway entry turns audience storytelling into a countable action, so every shared memory also feeds the contest goal the brand set at the start.
Results
3M+
Views
43K+
Engagement
34K
Brand social followers
Results
1.7M
Engagements
41.1M
Impressions
145%
Assets delivered
