R&T RALLIED ‘TEAM PB’ FOR ALPRO: A HIGH-IMPACT AMBASSADOR PROGRAMME THAT SENT BRAND LOVE SOARING
The Results
Brand Love
+89% uplift in brand perception (Nielsen)
INSPIRING PURCHASE
9 in 10 consumers said they’d purchase Alpro during their next shop
AWARENESS & interaction
1.7m reach coupled with x2 average engagement rate for ambassador content
THE TASK
Alpro needed our help to overhaul its approach to influencer marketing. The goal? Build even more brand love & a load more loyalty.
Insight
Authenticity was key. We had to engage with true Alpro advocates, ones that were already brand lovers, to ensure content would be real & resonate with followers to inspire usage & drive purchase consideration.
The Idea & Execution
We lined up a diverse, 12-strong line-up of ambassadors to keep Alpro’s ‘loyalist’ audience engaged (i.e., vegans), convey taste amongst foodies, communicate with fitness fanatics & hero health through nutrition experts… All while positioning Alpro as a mainstream, accessible lifestyle choice for all.
Kicking things off, we launched our ambassador programme to coincide with Alpro’s Q1 ‘Eat Your Way to a Healthier You’ campaign – showing the nation that being a healthier version of yourself doesn’t need to look like blood, sweat & tears… Or for that matter, compromise on taste thanks to Alpro. Our stomachs were rumbling, but the results were very satisfying.
