Nestlé CINI MINIS x Kingfluencers Kampagne

A limited seasonal edition of an established cereal is a hard thing to make interesting, because nothing about the product has changed except the pack, and the selling window closes within weeks. Nestlé's CINI MINIS Winter Edition 2024, which added CINI MINIS CHURROS to a winter pack, sat inside a relationship with Kingfluencers running since 2018 across 14 Nestlé brands in Switzerland, from Garden Gourmet to BebaCare, Cailler and Starbucks.

Kingfluencers built two mechanisms instead of relying on the content alone. The first was a raffle for the limited packs paired with a festive ugly Christmas sweater, entered through a landing page, which converted passive viewing into traceable traffic and gave the sweater a role as the thing worth winning. The second is the more considered one: a QR code on the packaging unlocked a CINI MINIS Crazy Winter filter. That reverses the usual direction of travel. Most campaigns push people from social media toward a product, while this pushed people who already held the product back into social content, and turned the box itself into a distribution point.

Nine influencers, 5 mid-tier and 4 macro, published 40 posts on Instagram and TikTok over one month. The absence of micro creators is consistent with an awareness brief on a mass-market product.

Kingfluencers reports more than 2.9M impressions, more than 1.3M reach and 45.9K engagements at a 3.0% engagement rate. The 3.0% rate is at the lower end of this portfolio, which is unsurprising for broad awareness work. Increasing sales was a stated objective and no sales figure is given, no raffle entry or filter usage count is published despite both being directly measurable, and all figures are self-reported.