Smiling woman with dark hair in a bun and a striped sleeveless top holds a spoon, eyes closed, in front of a fridge
Submitted by Kobe

Hot Soup Home-Cooked Comfort Influencer Campaign

Influencer Marketing

Kobe ran an influencer campaign for online soup retailer Hot Soup, positioning its soup as nutritious and home-tasting, and reports 72.8K outreach alongside 6,950 engagements.

72.8KOutreach
6,950Engagements

Case in 60 seconds

Hot Soup was a relatively new soup retailer operating online, so it had to compete with already popular competitors such as Soup Spoon while it was still trying to find its niche and a specific target group.

The campaign turns on a narrow target group rather than the whole soup market, because Kobe frames health-conscious eaters and those who prefer home-cooked food as the niche a newer online retailer could claim.

The organizing message was soup that tastes like home and is just as nutritious, so Hot Soup was presented to potential customers as a new choice for their comfort food at home.

Influencers carried the message through their own posts, presenting Hot Soup as delectable soup that tastes like home and is just as nutritious, while the page does not name the influencers, their number or the platforms used.

Kobe reports 72,763 outreach and 6,950 engagements for the work, while the page does not define outreach or state the period, the platforms or how the engagements were counted.

Strategy Breakdown

Health-conscious eaters and those who prefer home-cooked food, which the page names as the specific target group Hot Soup set out to cater to.
Hot Soup entered a category where competitors such as Soup Spoon were already popular, so as a relatively new online retailer it needed a niche rather than a head-on contest for the whole market.
Kobe positions Hot Soup as a new choice for comfort food at home, so the brand plays the home-tasting and nutritious option rather than a general soup retailer.
The page names health-conscious eaters and those who prefer home-cooked food as the target, which treats comfort and nutrition as one need rather than a trade-off between them.

Creative & Execution System

Partners

  • Kobe

Results & Evidence

MetricValue
Outreach72.8K outreach
Engagements6,950 engagements

Why Kobe's strategy worked

  1. 1

    A newer retailer facing popular competitors can choose a specific target group rather than contest the whole category, because a niche such as health-conscious eaters gives influencer posts one clear audience to address.

  2. 2

    Pairing an emotional claim with a functional one, tasting like home and being just as nutritious, lets a single message serve both comfort seekers and health-conscious eaters, so one brief covers both target groups.

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