The Problem
California-based cooperative of growers, Blue Diamond, has been growing almonds and producing almond milk for decades. Due to a surplus of almonds from recent harvests, the brand leaned into new product lines, including the latest innovation, Blue Diamond Almond Flour and Access was tasked with driving awareness and encourage purchase of the new item.
The Solution – How we Uncomplicated the Complicated
Access saw an opportunity in Blue Diamond’s existing brand recognition, deeply rooted in quality and expertise, to tell the story of this new product. Rooted in our insight on the increase in at-home baking during the Covid pandemic, influencer programming was the perfect approach.
Through partnerships with a diverse group of baking micro-influencers, we leveraged third-party experts to communicate the superior quality of Blue Diamond Almond Flour as the ultimate ingredient for successful at-home baking.
Results & Impact
All our influencer content strategically drove to our Amazon sales site mapping a clear link back to sales, and during this program Amazon quickly sold out of all 1lb bags of Almond Flour. The partnership with five influencers resulted in a range of social media coverage and 2MM impressions for Blue Diamond Almond Flour, successfully introducing and encouraging trial among home bakers everywhere! Engagement rates on selected content was as high as 8%—significantly over-indexing on industry benchmarks! Blue Diamond saw an immediate spike in sales as influencer content went live and product sold out!
