BIBIGO INFLUENCER CAMPAIGN

GOODBY, SILVERSTEIN & PARTNERS | SR. COMMUNICATION STRATEGIST

THE TASK:

SINCE THE START OF 2023, I had been working with bibigo to manage & launch campaigns across digital media & influencer tactics. While they had garnered the highest market share in the U.S. frozen Asian snack and appetizer category, we found that consumers still didn’t know the bibigo name.

in April 2024, the brand was planning to unveil a new visual identity with refreshed logo, packaging, colors, and campaign slogan “Live Delicious”.

For the re-launch, we aimed to shake up the way that bibigo had been showing up in social to increase visibility on the new branding and lift brand awareness, all while highlighting their most popular frozen products.

THE IDEA:

In collaboration with our research team, we had seen a trend (through initial survey research) that even if consumers didn’t know the brand name, they recognized the bibigo packaging. With the most recognizable elements of the packaging changing, we wanted to ensure that current & new customers still saw the bibigo branding / packaging as a signal for quality food.

Therefore, we challenged creators to show how they “live delicious” with bibigo by:

incorporating the new packaging, branding colors, and products throughout their content in creative ways beyond just cooking & recipe videos.
reinforce that bibigo is synonymous with quality, korean-style food.

EXECUTION:

Working directly with influencer agency, Later (Formerly Mavrck), we tapped 10 creators across food, art, lifestyle, Beauty, and ASMR to ENGAGE existing and new audiences ON Instagram and TikTok WITH THE NEW BIBIGO BRANDING. within each creators content, we ensured the bibigo branding, colors, packaging, and product were all featured throughout the video in surprising & eye catching ways. See a few examples by clicking on the content below.

@cindychendesigns

@cindychendesigns

@rubyperman

@msshiandmrhe

@thejonnycakes

RESULTS:

Overall our influencer campaign resulted in:

15.9M organic impressions (37M including paid campaign)
5.90% average engagement rate (compared to Benchmark: 5.12%)
- Highest engagement rate on instagram: 7.80%
- Highest engagement rate on TikTok: 3.80%
Average Watch Time on TikTok: 3.5 seconds. creator with highest watch time had a 7.2 SECOND average watch time.
Resulted in statistically significant lifts on TikTok across the following brand metrics within our Brand Lift Study:

Familiarity: +15% lift
Favorability: +13% lift
Purchase Intent: +15% lift

Across Instagram, we also outperformed our Brand Lift Study partners (Group RFZ) benchmarks on all three metrics (familiarity, favorability, purchase intent).