How to work with influencers to reach key consumers

(6 min read)

Introduction

Are you looking to increase your brand’s reach? You’re in luck. In this expert guide, we’ll walk you through the key ways that brands like yours can successfully collaborate with influencers in order to drive consumer demand for your plant-based foods. You’ll discover:

• How you can use influencers to reach specific demographics.
• Cost-effective collaboration strategies to maximise your time investment.
• Do’s and Don’ts, including best-practice examples from leading brands.

The Power of Influencers

Word of mouth is the most powerful marketing tool. 92% of consumers believe recommendations from friends, family, and influencers over all other forms of advertising.^[2]Nielsen (2012): Consumer trust in online, social and mobile advertising grows. Available at … Continue reading According to McKinsey, word of mouth is responsible for up to 50% of purchase decisions.^[3]Bughin, J; Doogan, J; Vetvik O J (2010): A new way to measure word-of-mouth marketing. McKinsey. Available at  … Continue reading It leverages the innate human desire to connect with people we trust and be part of a chosen ‘in-group’.

Influencers combine trusted word-of-mouth with scale of reach. They’re like your high school cool kid — popular, fun, and powerful allies.

A recent pan-EU survey led by ProVeg International found that almost 40% of EU consumers now identify as either flInfluencers are typically respected as an authority on a specific lifestyle topic. Their authority stems from two crucial ingredients:

• Authentic values and strong interaction. Followers seek like-minded influencers who talk to them like a close friend. With the click of a button, you’re one of the cool kids!
• Independence. Influencers position themselves as neutral, and thus trustworthy. Because they’re unbiased, they’re at liberty to give the real low-down.

In many countries, influencers must declare, by law, any posts that are sponsored – (usually by tagging them with “ad”). Followers can see at a glance when their influencer is acting like a gun for hire. This is actually a huge win for brands who can get promoted without paying their influencers. It’s called gifting, and it really enhances the credibility of an endorsement. Let’s look at some case studies of brands that are smashing it.

Reasons influencers should be part of your brand strategy:

• According to research by Google, 70% of teenage YouTube subscribers relate to YouTube creators more than traditional celebrities from TV/Film etc.^[4]Quotation cited from Santora, J (2021):100 Influencer marketing statistics for 2021. Influencer Marketing Hub. Available at  https://influencermarketinghub.com/influencer-marketing-statistics/ … Continue reading
• Almost 90% of marketers find influencer marketing delivers an ROI that is either comparable to or better than other marketing channels.^[5]MediaKix 2019 Influencer Marketing Survey, cited from Santora, J (2021):100 Influencer marketing statistics for 2021. Influencer Marketing Hub. Available at  … Continue reading
• Influencer marketing can deliver an average ROI of $5.20 for every $1 spent.^[6]The Influencer Marketing Hub; Viral Nation; NeoReach (2019) cited from Santora, J (2021):100 Influencer marketing statistics for 2021. Influencer Marketing Hub. Available at  … Continue reading

Food Influencer Score Card

The key to effective use of influencers is their ability to cause behaviour.

Jay Baer, NY Times bestselling author and marketing consultant^[7]Quotation cited from Santora, J (2021):100 Influencer marketing statistics for 2021. Influencer Marketing Hub. Available at  https://influencermarketinghub.com/influencer-marketing-statistics/ … Continue reading

Case Study: Impossible Food

Impossible Foods is a great example. They’re super famous, super tasty, and their growth has been fuelled by influencers. Impossible works with chefs at all levels to create local brand champions in every communit

Building meaningful relationships with influencers takes a lot of time and a good deal of perseverance. But if you earn their trust, the word-of-mouth benefits are substantial. Impossible burgers are now served in 30,000 restaurants across the US, and sold in 11,000 grocery stores.

“Chefs are our ambassadors”

Jordan Sadowsky, Head of Expansion at Impossible Foods^[9]Quotation cited from Lim, S (2019): ‘Chefs are our ambassadors’: how Impossible Foods built a brand without a physical presence. The Drum. Available at … Continue reading

And yet Impossible Foods has a “hard policy” when it comes to influencers: they won’t pay them a dime.^[10]Quotation cited from Bradley, D (n.y.): Want to be an Impossible Burger influencer? Don’t expect to get paid. PR Week. Available at  … Continue reading It’s not about avoiding the “#ad” declaration rules, it’s about seeking a higher quality of relationship. It’s the same reason that almost 50% of marketing professionals believe posts tagged with #ad will perform worse than non-sponsored posts.^[11]Social Publi (2020): Influencer marketing: what’s working in 2020. Available at https://socialpubli.com/blog/2020-influencer-marketing-report-a-marketers-perspective/ (last accessed … Continue reading

The basic idea is that “earned media” exposure is more powerful and more enduring than paid promotion. And that stacks up when you look at Impossible Foods’ growth – they achieved sales of $1.4bn in 2020 (comprising almost 3% of all US retail packaged-meat sales).^[12]Poinski, M (2021): Impossible Foods preparing to go public with $10B valuation, Reuters reports. Food Dive. Available at … Continue reading

The wisdom holds up across sectors. For instance, fashion brand Daniel Wellington became Europe’s fastest growing brand in 2018, after five years of marketing centred around micro-influencers – predominantly through gifting. 95% of the social posts were “user-generated” (i.e. the influencers had creative control), allowing each influencer to utilise their authentic voice.^[13]Goto, E ( 2018): Case study. Synergy between influencer and brand. Brand Hero. Available at  https://brandhero.co/2018/10/10/case-study-synergy-between-influencer-and-brand/ (last accessed … Continue reading

This snowballed the company’s reach and revenue into hundreds of millions of dollars.^[14]Goemans, S (2018): 8 case studies that will inspire you to use influencer marketing for your benefit. Juulr. Available at … Continue reading

The importance of allowing influencers to determine the creative strategy can be seen in the food sector. Research by Channel Mum found that retailer Iceland’s approval rating shot up from 10% to 80% when consumers watched vlogger-created content.^[15]Rogers, C (2017):What’s the ROI of influencer marketing? Marketing Week. Available at https://www.marketingweek.com/roi-look-like-world-influencer-marketing/ (last accessed 21.20.2021).

What about ROI? Silk Almond Milk found that organic posts from influencers (i.e. unpaid posts) generated 11 times more engagement than their in-house posts. This translated into real sales:^[16]TapInfluence, cited from Baer, J (n.y.): The shocking ROI of influencer marketing. Convince and Convert. Available at … Continue reading

• households exposed to influencer marketing purchased 10% more Silk products than the control group.
• Every 1000 people viewing influencer marketing generated a further $285 worth of Silk products compared to the control group.

’Earned media’ is any content that mentions your brand but which was not paid for or promoted through advertising and did not come from your own media channel.^[17]Beyer, E (2021):EMV: What is earned media value & how do you calculate it? Tagger Media. Available at https://www.taggermedia.com/blog/calculate-earned-media-value# (last accessed 21.20.2021). It’s one of the ways that influencers can generate real value for your brand. For instance, $1 spent on Instagram influencer marketing generates $4.87 of earned media value.^[18]HypeAuditor (2021): The state of influencer marketing 2021. Available at https://hypeauditor.com/whitepapers/state-of-influencer-marketing-2021 (last accessed 21.20.2021).

When Impossible Foods launched their Burger 2.0 at CES 2019, they knew it would bring a concentration of influencers to a place where they could easily taste the new product. They didn’t pay for influencer time, but instead offered them an in-person tasting experience. The event generated 446 million media impressions for Impossible, totaling more than $4m of ad value equivalence.^[19]Consumer Technology Association (n.y.): Impossible foods. Available at https://www.ces.tech/Exhibitors/Success-Stories/Impossible-Foods.aspx (last accessed 21.20.2021).
Are you looking to expand your reach? Whether you’re launching a new product and want to supplement your internal marketing campaign or just want to promote your wider plant-based activities in order to position yourself as a thought leader, ProVeg has you covered. Depending on your requirements, we’ll create a customised marketing and communications strategy to help you reach your goals.

Case Study: How Heura grew using influencers

Heura is a popular Spanish plant-based meat brand. They’ve built an audience of more than 160k followers on Instagram since 2017. They position their product as part of a lifestyle movement and invite both followers and influencers to become ‘good rebels’ with them.

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A post shared by Ella – Vegan Food Blogger (@ella__vegan)

Just like Impossible Foods, Heura builds sincere relationships with people whose values and activities align with their brand. These people become their brand champions – something Huera can easily track through the mentions/tags they receive on social media, either on the social media platform itself or through an aggregator tool like Meltwater, Awario, and others.

In Spain they started out befriending indie restaurants and food trucks. They knew their fellow foodies would become natural brand champions, since they’re motivated by the same cause (great quality food) rather than financial compensation. The strategy is clearly working – they’ve been Europe’s fastest-growing plant-meat start-up for the past three years, growing a whopping 450% in 2020, tripling their revenue to $10m revenue, and saving a quarter of a million animals in that time.^[20]Vegconomist (2020): Heura announces 450% growth in 2020 & is fastest growing startup in Europe. Available at … Continue reading^[21]Ho, S (2021): Spain’s Heura triples turnover amid pandemic shifts masses to plant-based meat. Green Queen. Available at … Continue reading

Heura’s influencer strategy helped them to leapfrog from small eateries to major restaurant chains across Spain, and, from there, into wholesalers and retailers. In 2020, they entered the UK market, where influencers are once again playing a crucial role in their growth.

For instance, they partnered with UK-based chef-influencer @PickyWops who has collaborated with London restaurant Mooshies to create a plant-based pizza featuring Heura’s chicken-alternative. By partnering with a chef who shares their values, Heura were able to reach the chef’s fans, who came to try the new product. Those fans then organically posted about their experience, creating secondary influence ripples and growing Huera’s audience still further.

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Getting the right people to taste your product is a powerful way to spread the word.

Who even listens to influencers?

Millennials (aged 25-35) and Gen Z (aged <24) are the key market segments you’ll reach through influencers. These demographics devour video content across TikTok, Instagram/IGTV, YouTube, and Facebook.

• Almost half (44%) of Generation Z has made a purchase decision based on a recommendation from a social influencer, compared with 26% of the general population.^[22]Kantar, cited in Williams, R (2020): Gen Z relies on influencers for purchase decisions, Kantar says. Marketing Drive. Available at … Continue reading
• TikTok has more than 1bn users worldwide^[23]Tiktok, cited from Wang, E (2021): TikTok hits 1 billion monthly active users globally – company. Reuters. Available at … Continue reading, putting it up there with Facebook (about 3bn) ^[24]Statista (2021): Number of monthly active Facebook users worldwide as of 2nd quarter 2021. Available at https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ … Continue reading and Youtube (more than 2bn).^[25]Dean, B (2021): How many people use YouTube in 2021? Backlinko. Available at  https://backlinko.com/youtube-users (last accessed 21.10.2021).
• Nearly half of US consumers aged 18-30 use TikTok^[26]Geometry Global, cited from Brouwer, B (2017): Study: Consumers trust influencers 94% more than friends or family when making shopping decisions. Medium. Available … Continue reading – making it a great platform for reaching Millennials and Gen Zs.
• Millennials/Gen Z consumers trust influencers twice as much as they trust friends and family for recommendations.^[27]Geometry Global, cited from Brouwer, B (2017): Study: Consumers trust influencers 94% more than friends or family when making shopping decisions. Medium. Available … Continue reading

Influencers have a demonstrable impact on consumer behaviour, particularly among younger audiences. Now that we’ve established how you can reach them, make sure they’re the people you want to reach.

Are younger consumers a good target for plant-based brands? Er, yeah. They’re basically wildebeest – an energised herd stampeding towards plant-based products. Of all the vegans in the UK and US, 61% are under 35.^[28]Lane (2020): How many vegans in the world? In the USA? (2020). Vegan Bits. Available at https://veganbits.com/vegan-demographics/(last accessed 21.10.2021). And the rest are following – millennials and Gen Z consumers are the main drivers of plant-based diets, with 43% following either a vegan, vegetarian, or flexitarian lifestyle.^[29]Smart Protein project (2021): What do consumers want: a European survey on consumer attitudes towards plant-based foods, with a focus on flexitarians. Country specific findings. Publication in … Continue reading Their motivations? Health, environmental, and animal-welfare concerns.^[30]ProVeg (2020): European consumer survey on plant-based foods. Available at https://proveg.com/what-we-do/corporate-engagement/proveg-consumer-survey-report-download/ (last accessed 21.10.2021).
They also love social media (“OMG don’t even”). Almost 50% of 18-34 year-olds use online videos to get information on plant-based food products.^[31]Smart Protein project (2021): What do consumers want: a European survey on consumer attitudes towards plant-based foods, with a focus on flexitarians. Country specific findings. Publication in … Continue reading It’s a great fit.

Platforms such as Instagram are proving crucial in the development of plant-based lifestyles among younger generations, partially because they create a feeling of community.

European Smart Protein Survey 2021

^[32]Smart Protein project (2021): What do consumers want: a European survey on consumer attitudes towards plant-based foods, with a focus on flexitarians. Country specific findings. Publication in … Continue reading

Looking to expand your reach? ProVeg has you covered. We have an extensive network in Europe in both the B2B and B2C arenas. Tell us your goals and we’ll get to work. Give us a shout at  [email protected].

Choosing the right influencers for your brand

If you’re time-poor but have a decent budget, use an influencer matching agency. They’ll curate a pool of audience-appropriate influencers for you to work with. Agencies can be a great way to reach rockstar influencers (people with over 100,000 followers – also known as macro influencers). But be warned: these relationships will be built on money and mediated through the agency, and are less likely to endure beyond your contract with them. If you have the time, it can be better to find effective influencers yourself.

The real power of influencers comes from a lasting relationship that feels authentic because both sides have the same genuine values. As we saw with Impossible Foods and Heura, they don’t pay influencers for promotion – they focus on gifting instead. If your brand’s mission and quality truly aligns with the influencer’s values, then that person will be inherently motivated to shout about you from the rooftops.

But how do you differentiate your brand from the armada of rivals who are also sending them gilded hampers? This is where finding a great fit matters. Don’t waste your efforts targeting influencers based on the size of their following or a superficial glance at the hashtags in their bio – take time to get to know them first. Be sure they’re invested in you conversationally and ideologically before you send anything over. When you do send gifts, emphasise the values that you and the influencer share – and let them know what you hope they’ll get from your product that makes it so unique. Authenticity is key to influencers and their followers, so having an authentic match in values will be the difference between your brand versus one they choose to ignore. (That and quality. But obviously your product is amazing – otherwise you’d be reading our R&D guide instead).

43% of influencers say they have never or rarely received a personalised message from a brand^[35]HypeAuditor, cited from Carufel, R (2021): Why don’t influencers want to work with your brand? Here’s what they want to see from brands. Agility PR Solutions. Available at … Continue reading

Think about how you can provide value beyond the gift itself. Can you turn receiving your gift into an experience they can share with fans? That’s the goal! Think of something quirky that they would want to talk about at the pub (or even better, share with their thousands of fans online). For instance, whoever’s packing the box could take a polaroid of themselves holding it, and write a personal note on the back, then seal it inside. Or you could share a weird fact about the region your product’s from, or a secret recipe tip your colleague tried last week – anything that makes the influencer feel like their gift is truly unique. That attention to detail, together with an emphasis on an authentic experience and shared values will give you the edge. The more shareable content opportunities you create for them, the better your chances are of having your brand or product promoted in return.

ProVeg Tips

Ensure that diversity plays a central part in your influencer-recruitment strategy.  It’s almost twice as important to Millennials/Gen Z consumers compared to Boomers. 87% of Gen-Z consumers follow influencers from different ethnicities to their own –  and they expect brands to be proactively championing diversity.^[36]Quantilope, cited from Sanchez, S (2021): Gen Z demands more diversity and inclusion from brands. Campaign US. Available at … Continue reading^[37]Kantar, cited from Williams, R (2020): Gen Z relies on influencers for purchase decisions, Kantar say. Marketing Drive. Available at … Continue reading

If you’re looking to create real brand champions, then you’ll need a more personal approach – which takes time. Our next Heura case study shows how this can pay off in the long run.

ProVeg Tips

Bigger isn’t always better. Influencers with 1,000–5,000 followers have higher engagement rates than those with larger accounts (8.8% vs 3.6%).^[39]Corbitt, L (n.y.): How you can build a powerful influencer marketing strategy in 2021. Available at https://www.bigcommerce.co.uk/blog/influencer-marketing/#influencer-marketing-by-the-numbers (last … Continue reading You’ll often get a better balance between visibility and engagement by working with a group of micro influencers rather than a single rockstar.

Case Study: The Vegetarian Butcher and ProVeg’s influencers

ProVeg Spain has been running its Semana Sin Carne (‘week without meat’) campaign since 2018. The annual movement has become a popular way for consumers to discover plant-based eating and try new brands.

The Vegetarian Butcher wanted to grow their Spanish customer base. So, in 2021, they partnered with ProVeg Spain to run an influencer-based giveaway campaign during that year’s edition of Semana Sin Carne.

ProVeg Spain has spent years cultivating close and organic relationships with key Spanish influencers, supporting each other through their shared values. They reached out to their network and invited them to take part in our giveaway promotion with The Vegetarian Butcher.

ProVeg managed the influencer relationships and data protection aspects, while the Vegetarian Butcher paid for the shipping of their free product samples. The influencers were not paid for taking part –  they were simply gifted the products. This enabled them to share honest reviews and reactions with their followers.</p>

Thanks to ProVeg’s influencer network, The Vegetarian Butcher gained over €11,000 worth of earned media, reaching an estimated 458,000 consumers. Several influencers continued to promote and post about the brand’s products in the weeks that followed, showing the lasting positive impact that these influencer relationships can have.
If your brand wants to build an impactful influencer strategy, we’re ready to help. ProVeg’s expansive network and expertise is just a click away. Get in touch at [email protected]

Wooing an influencer

Relax, you don’t need a bunch of scented candles and an acoustic guitar. You just need a social-media account and the same social skills you’d use for in-person interactions. (If your social skills suck, just delegate this to someone with charm.)

Before you start shipping truckloads of your product to someone you saw on an Instagram Top Ten chart, you first need to ensure that you’re a good fit for each other. Think of it like dating – you wouldn’t spot a stranger across a bar and yell a marriage proposal at them. That’s frowned upon.

<p>When you’re approaching an influencer, take it slow. Don’t weird them out by being overbearing or immediately demanding something in return. Instead, make casual small talk online over common-interest topics. By establishing a gentle but visible presence on their platform, you’re giving them the opportunity to engage with you more directly. This will help lead to a constructive discussion about collaborations and giveaways. Remember: influencers value their time and their community, and you’re asking them to do you a favour. Be gracious.

Once you’re besties, you can offer to send the influencer some free product to try out. If the influencer likes the product, they’ll naturally share the experience with their fans – typically through photos with glowing comments, or, better, still through reaction videos or stories of them cooking with your product.

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Hellofresh misunderstood gifting when they accidentally shipped the influencer… (Just kidding, she loved their product so much she climbed in the box to please her fans. Cute, right?)

If an influencer’s fans respond well to your product’s exposure (via gifting posts), you’re ready to take your relationship to the next level. Invite the influencer to a live event – perhaps a product launch, a press night, or a tasting session.

ProVeg Tips

Remember you’re not paying the influencer, so you need to add value for them in another way – typically by offering opportunities to create exclusive content for free. Product previews and behind-the-scenes insights give influencers a great opportunity to bring their fans something new and exciting, and generate a great buzz for your product.

“Brands need to understand that influencers are people, and they need to do a little homework in order to establish a mutually-beneficial relationship.”

Kami Gray

Interior Design Influencer (>80k Insta followers).^[40]Quotation cited from Carufel, R (2021): Why don’t influencers want to work with your brand? Here’s what they want to see from brands. Agility PR Solutions. Available at … Continue reading

Finally, if everything works out with the influencer and you’re each other’s new best friends, then you may naturally transition to paid collaborations. That’s usually appropriate if you’re expecting a serious time investment from them.

Impossible’s rationale is backed up by the numbers –  three-quarters of influencers admit they put more effort into sponsored content when they care passionately about the brand.^[42]Zine, cited from Zine (n.y.): 57 Influencer marketing statistics you need to know in 2020. Available at https://blog.zine.co/influencer-marketing-statistics-2020/ (last accessed 21.10.2021).

That said, when you find the right people, paid collaboration can be an appropriate way to grow together. For instance, fashion disrupter ASOS uses twenty-something influencers in their to reach consumers of a similar age – and went as far as creating @ASOS_influencername accounts for their collaboration profiles. In the period 2019-2020, the ASOS Insiders campaign generated $8m in revenue, with 85% of that coming from Instagram.^[43]Cohen May, J (2020): The impact of influencer marketing on fashion, beauty and luxury sales. Launch Metrics. Available at … Continue reading

In the food industry, sponsored posts from influencers get five times more engagement than posts from  the brands themselves.^[44]Business Collective (n.y.): How you can use influencer marketing on Instagram in 2018. Available at https://businesscollective.com/how-you-can-use-influencer-marketing-on-instagram-in-2018/  … Continue reading A marketing study by Tomoson found that, on average, brands reported earning $6.50 for every $1 they spent on influencer marketing.^[45]Tomoson (n.y.): Influencer marketing study. Available at https://www.tomoson.com/blog/influencer-marketing-study/ (last accessed 21.10.2021).

But before you get out your chequebook, remember: you don’t have to go for a paid collaboration. Brands like Impossible and Heura explicitly avoid it – perhaps because many other companies have seen influencer sponsorship fees rise 50% year-on-year.^[46]Rogers, C (2017): What’s the ROI of influencer marketing? Marketing Week. Available at https://www.marketingweek.com/roi-look-like-world-influencer-marketing/ (last accessed 21.10.2021). Gifting neatly circumvents that problem.

ProVeg has over 410,000 subscribers to its international B2C newsletter as well as  90,000 instagram followers and 23,000 consumers in our test community. We’d love to help support you and your product range. Send us your wishlist at [email protected].

In this next case study, we’ll see a great example of how to befriend an influencer from scratch.

How gifting experiences breed loyalty: Heura’s ‘Rebel House’

When Huera started out, they focused on targeting an established customer base: hungry vegans. As their popularity has grown, their products have proliferated across restaurants and retailers, and they’re now focused on increasing their share in the flexitarian market.

To scale up their following, Heura once again deployed their expert influencer skills. By now, they’re well-known enough to have influencers approaching them for collaborations, rather than the other way around. When they threw the doors open for their first Rebel House event, they were inundated by eager influencers.

They invited a selection of influencers to an exclusive vacation with them at a luxury villa in Southern Spain. They didn’t pay the influencers a fee, but instead focused on offering them an incredible experience – photogenic accommodation, an elite networking opportunity, and intimate cooking classes with celebrity chefs such as the Bosh! duo.

Influencers left the trip with great memories and tons of exclusive footage and anecdotes for their followers. They returned to their home countries as dedicated brand ambassadors for Heura, and continue to voluntarily spread the word about the company’s products. For instance, @thelittlelondonvegan, who has 128k followers, posted this several weeks later:

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Who wins in the iconic arena contest ‘influencer versus plant-based hot dog’? Society. Mmm.

Conclusion

By building mutually respectful relationships with influencers who are aligned with your brand’s mission, you can reach their audience and grow your following. A successful relationship will be initially be built on shared interests and some engaging back-and-forth conversations online. If you’re a good fit for each other, this can lead to an opportunity to gift the influencer some free products to try. If they love your brand, they’ll hopefully post some glowing social media content about you for free. Assuming that it generates positive engagement, your next step would be to offer a giveaway promotion for that influencer’s followers. Both you and them stand to gain from this relationship — they have exciting content for their audience, and you get access to relevant and engaged consumers.

Ultimately, if you and the influencer develop a strong partnership, you may wish to explore further collaborations like co-creating new recipes or hosting public tasting events. This ‘earned media’ can be significantly more impactful than conventional paid social-media advertising.^[47]Nielsen Catalina Solutions, cited from Inc. (n.y.): Influencer marketing delivers 11x ROI over all other forms of digital media- Available at … Continue reading
If you’re looking to refine your products’ positioning, branding, and communications in order to meet the specific needs of your consumer segment, ProVeg has you covered. We have extensive knowledge of flexitarian and plant-based consumers in Europe, from general preferences to specific consumer sentiments. Depending on your requirements, ProVeg will create a customised marketing-and-communications strategy to help you reach your goals. Let’s talk: [email protected].

Looking for an expert review of your plant-based marketing strategy? 

ProVeg helps food producers to develop and market plant-based products better. To optimise your plant-based marketing, check out more of our resources. If you have any questions, you can always reach us at [email protected]