Snack bar brand KIND has tapped Instagram star and artist Rachel Ryle to encourage moms to share their best summer photos for a chance to win a custom-made lunch box.
A recent study by the IAB found that Millennial moms use Instagram 33 percent more after having children, more than other social channels like Facebook and Youtube. So when snack bar brand KIND wanted to find moms to promote their new snacks, they naturally took to Instagram and put an innovative spin on the classic back-to-school lunch box.
To promote their new KIND Healthy Grains Popped bars, KIND has been asking customers to Instagram and Tweet their best "Moments That Popped" from the summer. From August 3 to 7, KIND will choose one image each day to be turned into a lunch box by Instagram influencer and celebrity artist Rachel Ryle, whose post announcing the initiative currently has more than 20,000 likes.
A photo posted by @ralphiethewestie onJul 20, 2015 at 11:17am PDT
According to Lisa Mann, executive vice president of marketing at KIND, the key part of finding the right influencer for the right campaign is finding someone who is, first and foremost, a fan of the product and then looking for a way to make new campaigns timely but also keeping an eye on the future.
"Rachel is both a KIND fan and she enjoys eating our bars," Mann says."We've learned from our fans that KIND is a favorite snack for summertime adventures and with this campaign we're speaking to moms and their families."
By having Ryle design lunch boxes, the brand is hoping to move KIND from a summertime road trip staple to the school year lunch box, and hosting a contest of sorts was the perfect way to bridge the (Read more...). Ryle, who has been noted by Buzzfeed and MTV as a number one Instagram star to follow, is famous for her stop motion animation, which takes full advantage of Instagram's video looping feature. Her creative for KIND, which focuses on a healthy school lunch juxtaposed with picture of an idyllic summer vacation, bridges the gap between family road trips and back to school shopping.
According to Mann, the combination of video, influencer, and a strong KIND community has already produced the kind of active engagement for which the brand was hoping.
"The response from our fans, who we call our KINDAHOLIC community, has been great," Mann says. "We already have 18,000 likes and 300 comments on social posts."
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