A smokin’ hot KOL campaign.
Weber’s SmokeFire is a multifunctional grilling machine that does it all. We needed to introduce the brand and its impressive features to UK’s home grillers in an authentic way and inspire them to give it a go. Our approach was to partner with social media’s favourite foodies while adopting an agile, optimisation-focussed digital strategy. We gifted 20 UK-based Key Opinion Leaders (KOLs) with a SmokeFire Grill and asked them to put it to the test. Each KOL cooked their favourite dish and shared how the smouldering flavours enhanced their cooking, with 100 pieces of organic content shared.
Solution: Weber’s SmokeFire is no ordinary BBQ. It’s a multifunctional grilling machine that allows you to rediscover the taste of your favourite foods like never before. We were asked to help introduce the brand and its impressive features to UK’s home grillers. We needed to showcase the BBQ in an authentic way that would tantalise taste buds and inspire people to give it a go. And who better to help do this than social media’s favourite foodies?
We partnered with 20 carefully-selected UK-based Key Opinion Leaders (KOLs) and gifted them with a SmokeFire Grill to give them (and their audiences) the opportunity to put it to the test. Each KOL cooked their favourite dish and shared how the smouldering flavours enhanced their cooking, with over 100 pieces of drool-worthy content shared. Throughout the campaign there was a strong focus on optimisation of top-performing content, delivering and exceeding both reach and engagement targets.
Creating the connection: By adopting a smart digital strategy and test-and-learn approach, we smashed benchmarks across platforms and outperformed all targets by 300% – proving that big results don’t necessarily require a big budget.
300% above target performance
8.6% – 9.3% engagement rates
100 pieces of organic content published