Location: National, USA

THE ASK

Regents of New Mexico State University/ NMDA reached out to Foodie Tribe to strategize on the best way to educate consumers about New Mexico Green Chiles. The goal of the campaign was to increase knowledge and consumer awareness around New Mexico Green Chiles by sharing fun facts and tips on how to prepare and incorporate the chiles into different recipes. Foodie Tribe carefully selected each content creator based on their niche and briefed them on how to create content that would encourage their audience to look for New Mexico Green Chiles at their local grocery store while they were still in season!

WHAT WE DID

Foodie Tribe collaborated with ten food-focused influencers to create recipes starring New Mexico Green Chiles. Foodie Tribe created a strategy to drive customer consideration by sharing the benefits and nutritional value of New Mexico Green Chiles. This allowed the content to resonate with audiences who look for both flavor and value in the ingredients they use. We guided the influencers with set expectations and guidelines, but they had creative freedom to execute the content based on their brand. This is key as influencers know what resonates the most on their feed, and the campaign was able to harness that, as seen in the overall success. In the end, the main KPI we were looking to hit was 1,000 survey respondents to the stories the influencers created around the campaign. The questions were focused on education around the green chiles.

RESULTS

9.9K Responses

51 Posts

324.2K+ Impressions

8.6K+ Engagements

5%+ Engagement Rate

Interested in learning how you can partner with Foodie Tribe and collaborate with our content creators?