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Alka uses UGC to spread the word and make their products instagrammable

The Challenge

Drive awareness online about the “Covrigei italienesti” ingredients (ex: olive oil).

The Solution

Use micro-influencers to create authentic content with an italian vibe for increased product awareness.

The Results

212K Total Reach.

212K

Reach

171+

UGC generated

40+

Micro-influencers enrolled

1 Month

For the entire campaign execution

From a family company to one of the regional FMCG leaders. Founded in 1994, Alka Co was one of the first local coffee roasters in Romania. In time, with portfolio extension and strategic approach on distribution, the Alka Group was founded. Today, Alka Group specializes in the production of the highest quality waffles, cakes, coffee, seeds and salty snacks. The group’s success is based on its mission, vision and integrated values.

The Challenge

Drive awareness online about the “Covrigei italienesti” ingredients (ex: olive oil).

The Solution

Use micro-influencers to create authentic content with an italian vibe in order to increase awareness about Alka’s products.

First, we needed to find the right influencers to serve the purpose of this campaign. The Creator Campaigns feature makes it easy to filter creators, but also look through their past content. This allowed us to have a first batch for the brand to approve fairly quickly. We looked at:

  • The food presentation to be made in a realistic and colorful way
  • The potential for an italian vibe (which we needed for this pairing)
  • The influencers being involved in healthy activities (going out, running, socializing, etc.)

Second, briefing them was a matter of compiling the most important information from the brand into a simple to understand list for influencers. Because the Creator Campaigns feature transform the brief into a standardized way of compiling text, this step was a walk in the park.

For DOs and DONTs we mention what things to include and what to avoid. Brand created content was also available as an inspiration, to drive the direction of the campaign. This helped influencers match the style and tone of what the brand wanted to achieve – italian refinement shown through the pairing of the product with various cheeses, wines and vegetables. All set on on a wooden food platter.

The best pieces of content were reshared on the official brand’s account, while the best influencer won a paid ambassador position, to create further content.

Results Summary

Alka started as a family company, but evolved into one of the most known snack producers in Romania. This was thanks to its investment in technology and people, but also thanks to its vision in using UGC for a FMCG product, in a campaign with a wide appeal.

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