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Case Study: Influencer & Social Media Marketing for Small Budget Product Launches | FMCG & Retail Distribution Strategies

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Industry

Fast-Moving Consumer Goods

The Challenge

The primary challenge was to reposition the brand in a way that would appeal to crafters and DIY enthusiasts without diluting its established reputation in home repairs. The brand needed to demonstrate the versatility of its new crafting products, showcasing them as must-have tools for creative projects. With a limited budget for this endeavor, the strategy had to be both cost-effective and impactful, leveraging innovative storytelling and audience engagement to introduce the brand's crafting line.

Campaign Results

The campaign led to a tremendous increase in customer engagement across all social platforms, as well as driving web traffic and online engagement on the brand’s website. Most importantly, it led to the crafting line getting into more stores and into the hands of more customers. The campaign won two PRSA awards.

Krazy Glue Crafting Gel

Krazy Glue Crafting Gel

www.krazyglue.com/blogs?fdid=blog
500%
Customer Engagement Increase
2
PRSA Awards Won
4
Social Platforms Featured

The multi-channel strategy highlighted the versatility of our client's new crafting products and resonated deeply with the crafting community, leading to significant engagement and big box distribution success.

Stephanie Walters Unterweger

Brands at Play, CEO

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Krazy Glue

A leading Fast-Moving Consumer Goods brand with a market-leading position in quick home repairs, known for its innovative and reliable products.

The Challenge

The leading FMCG brand, known for its dominance in the home repairs market, aimed to diversify into the crafting market. The main challenge was to reposition the brand to appeal to crafters and DIY enthusiasts while maintaining its established reputation in home repairs. It was crucial to showcase the new crafting products as versatile and essential tools for creative projects. Given the limited budget, the solution needed to be cost-effective and impactful, focusing on innovative storytelling and audience engagement.

The Solution

Leading the account team and strategy for her former agency, Brands at Play's CEO, Stephanie Walters Unterweger, led a multi-channel, integrated marketing strategy to let the products speak for themselves. The strategy centered on inspiring creativity through real-world crafting applications that highlighted the brand’s unique product benefits. A network of micro-influencers within the crafting community was carefully selected to maximize impact on a limited budget. Each influencer received the new crafting products and created imaginative projects, documented through 'craft recipes.' A professional photographer captured these creations in whimsical settings, emphasizing the fun and functionality of the products. The 'Krazy Big Ideas Book' was designed to feature these crafts, serving as an immersive experience for retail buyers. Additionally, a dedicated crafting portal was launched on the brand’s website, housing tutorials and ideas from the influencers’ projects. "The multi-channel strategy highlighted the versatility of our client's new crafting products and resonated deeply with the crafting community, leading to significant engagement and big box distribution success," said Stephanie Walters Unterweger, CEO.

The Results

The campaign led to a tremendous increase in customer engagement across all social platforms, driving web traffic and online engagement on the brand’s website. Most importantly, it resulted in the crafting line being adopted by more stores and reaching more customers. The campaign's success was further validated by winning two PRSA awards. Metrics showed significant engagement on Pinterest, Instagram, Twitter, and Facebook, and increased retail adoption, demonstrating the campaign's effectiveness. The projects from this campaign can still be found on Krazy Glue's website.

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