Data Driven Influencer Marketing: How Royco Reaches 600K+

Royco

Royco, a seasoning brand owned by Unilever, has enriched the flavors of Indonesian kitchens for over 30 years. Through strategic B2B marketing initiatives, we helped them connect with modern home cooks seeking to recreate complex dishes such as Gulai, Rendang and Rawon.

Short Description:

Our community marketing campaign empowered Indonesian home cooks to share their culinary experiences, enabling Royco to genuinely connect with its target audience of urban moms through online platforms, based on comprehensive first-party data insights.

8-Apr-30-2024-09-14-28-4673-AM
Frame 368

Solution:

Leveraging our expertise in KOL marketing, Supermom activated 399 Key Opinion Moms (KOMs) to share their experiences of creating home cooked dishes with Royco products, generating social chatter with their followers on social channels.

Frame 372

Objective:

Despite being a top industry player, Royco encountered challenges in fostering connections with the local audience. The goal was to better engage Indonesian moms by showcasing relevant products and culinary experiences from their homes.

Frame 370

Activity/Channels:

The UGC campaign ran across multiple social media platforms. KOMs shared their culinary adventures by recreating signature recipes from renowned chefs - primarily using Royco's seasoning blends.

Results:

Achieved an impressive reach of 601,614

Garnered 1,583,458 engagements

Recruited 399 Key Opinion Moms (KOMs) to share product experiences

Maintained an average engagement rate of 19%