Goat were tasked with distributing the Heinz Seriously Good Mayonnaise video asset which had been produced by the brand’s creative agency.
Influencers across parenting, food and comedy verticals were onboarded, as well as a selection of viral publishers with significantly greater reach.
Overall, the campaign ran for two weeks and the influencer activity significantly outperformed the other channels – yielding a Cost Per Mille of £1.46 and Cost Per View of £0.006, compared to the next best channel with a £3.46 CPM and a £0.07 CPV.
Not only did the CPM and CPV turn out to be significantly cheaper than the other channels could achieve, the engagement rate was also more than 4x higher. The overall sentiment on the influencer content was overwhelmingly positive, in spite of a negative responses seen elsewhere.
Outperformed the brand’s traditional paid media significantly – £0.006 Cost per view vs. £0.07, £1.46 Cost per mille vs. £3.46
12m+ impressions over a two-week period
