Custard recipes for Eid
The challenge
We were tasked by our client, Parmalat South Africa, to formulate an integrated marketing campaign that promoted one of its hero products: Parmalat custard. The campaign needed to leverage off the traditional islamic holiday, Eid al-Fitr as a special occassion, while also positioning Parmalat Custard as an all-year-round pantry must-have, rather than just a seasonal product. Our priority was to find a way to harness the efficacy of user-generated content and create shareability online.
The solution
We combined influencer marketing with traditional PR to create a campaign that leveraged some of the country’s most engaging content creators to inspire South Africans to use Parmalat Custard to make delicious desserts. We activated this campaign on Instagram and TikTok.
Our approach
We used our influencer marketing tool, MSL Fluency, to find four South African influencers whose profiles and content matched perfectly with the message that Parmalat wanted to convey as well as their target audience.
We partnered with Aqeelah Harron, Zorah Booley Samaai, Fehmz and Saadiyah Hendricks, and tasked them with creating four Parmalat Custard-inspired desserts for Eid. They shared these recipes via Instagram, just in time for Eid and we bolstered the social media exposure with a press release which we disseminated to media ahead of the big day.
Campaign results
The campaign was very well received by media, who enjoyed the fact that the content was appealing, short and snackable. The timing also worked in our favour – we managed to get Parmalat to the front of the line, with many competitor brands not leveraging Eid as an opportunity for brand engagement and awareness. The recipes our content creators formulated, were unique – each one spoke to a specific culinary taste or preference, giving us the variety we needed to attract mass appeal.
PR impact
Editorial clippings secured
Top-tier titles
Total AVE
Total reach
Influencer campaign results
318.8K
218.7K
367.4K
%
Total audience reach (more than double the industry standard)
%
Total views as a % of total potential audience (above industry benchmark)
%
Impressions as a % of total reach (above industry benchmark)
Influencer campaign results
%
Total audience reach (more than double the industry standard)
%
Total views as a % of total potential audience (above industry benchmark)
%
Impressions as a % of total reach (above industry benchmark)
Spotlight on audience reach
The majority of the audience reached fell within the top three higher age groups, which was a phenomenal result, given that reaching older users through Instagram and TikTok can be a challenge.
- Under 18 years old 0.81%
- 18 – 24 years old 9.12%
- 25 – 34 years old 34.33%
- 34 – 44 years old 30.17%
- Over 44 years old 26.26%
%
Instagram engagement rate (above industry benchmark of 2 - 3%)
%