Influencer marketing and PR
Arla Keso launched a new vanilla-flavoured cottage cheese in the Fall of 2021. The new product had to reach the diverse everyday use of a large group of people.
Furthermore, during the Spring of 2022, they wanted to make the regular Keso more popular among influencers.
Cottage cheese is often seen as something only athletes and an older demographic eat, and it is viewed to be flavourless.
The new vanilla-flavoured product caught people's attention, as it is a healthy specialty that can be utilized in many ways.
During the Fall of 2021, we created a concept that stood for more authentic moments. Within this framework, the influencers shared diverse recipes and serving suggestions for the new Keso cottage cheese, in a trendy and inspiring way. As an additional boost during the Spring of 2022, we wanted to highlight other authentic moments that the regular Keso was suitable for. Thus, we sent influencers PR that included the products and some hit recipes.
The paid collaboration started. The influencers shared their own authentic moments and also created new recipes.
The recipes started trending on social media. Especially Kira Kosonen's recipe of cottage cheese pancakes become a hit.
A new set of influencers received the vanilla-flavoured Keso cottage cheese as a PR delivery.
In addition, we continued the paid collaboration with a smaller budget.