If you’ve been grocery shopping, we’re quite certain you’re familiar with Bega.
But as a company of such size and stature, it’s only natural that not all of its products and SKUs get the same amount of attention and exposure as others.
As one of our most valued clients, The Bega Group reached out to us with an objective of increasing brand awareness of their cream cheese line – spotlighting its USPs that your average consumer might not know about, but definitely should.
Besides brand awareness, other goals included driving trial and conversion via recipes, and positioning the Bega product as the only Australian-made and owned product of its kind in the market. In turn, this would ideally instill Aussie pride upon purchase.
Facts about Bega Cream Cheese:
Some pretty sweet USPs here, and they needed some equally sweet UGC to convey them all.
Understanding the vertical you’re working with is crucial when finding creators and fleshing out content ideas that perform.
In the realm of food, activating users’ taste-buds through the screen is a must – which means visually satisfying content that is such a feast for the eyes, all your other senses get going too.
With UGC, we often rate authentic and less polished videos as the best fit for social channels.
This is because higher production content is indicative of branded sponsorships, and Gen Z audiences are more educated and in tune with the underlying intentions behind every TikTok or Reel they consume.
But high-quality footage can actually be the correct direction, if it’s for videos designed to appeal to aesthetic senses. Food is one such story, especially if the creator in question is already known (and loved) for their calibre of TikTok excellence.
When it came to Bega, Mat aka. @stayforlunch on TikTok is one such example.
One look at this recipe and any home chef will think: I’m trying that ASAP.
Its flavour, texture, and obvious deliciousness radiates through your phone, creating a need amongst viewers so intense, you’re reminded of the primal and learned desires within every consumer that drives purchases more than logic.
After all, people purchase based on emotions.
Only after the fact do they then justify their purchase, but it only takes seconds to make a decision… And in the wake of that the dopamine rush begins.
Here, what we’re convincing Mat’s audiences to buy is obviously the Bega Cream Cheese, featured in his content right from the get-go and referred to as an integral ingredient in the dish.
And concerning the goal of brand awareness, we’ll let the numbers speak for themselves:
For Mat, this one video also generated over seven times the number of views compared to his average – and his view count accounted for nearly half of the total views for our overall campaign, with the most likes, comments and shares of all creators.
Talk about a recipe for success, huh!
Even the most renowned and beloved brands are benefiting from influencer collaborations too.
New businesses are emerging daily, and as keeping up with the times is of the essence, incorporating content creators into your marketing strategies is our #1 recommendation.
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