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Rubicon

Rubicon
#Rubicon4Everyone

15 Influencers of different backgrounds and talents were selected to educate millions of social media users that the favourite household drink, Rubicon Mango, now comes in different sugar level options.


Challenge

Rubicon soft drinks has been the number 1 exotic soft drink in the UK for over 20 years.

However with changing consumer habits in 2018 dictating they need to produce a lower sugar alternative to their classic mango variant, they needed to be able to match that trend whilst ensuring their audiences knew about it.

With the creation of the Rubicon Rich, Richer, and Richest range of the mango drink, Rubicon provided the solution to the desire for a lower sugar version of their famous drink.

However, no-one knew about this, so they teamed up with us at MIN to help educate people about the existence of their new Rubicon Mango range.


The  Solution

We carefully selected 15 of the leading Muslim Influencers, from British South Asian & Afro-Caribbean
backgrounds, to match the target markets of Rubicon’s customer base – with the Influencers required
to produce authentic content that they then shared across their social feeds; including Facebook,
Youtube and Instagram.

Execution

The Influencers were given the freedom to produce content they believed would resonate strongly with their audiences – with MIN providing direction on the core messaging for the Influencer Marketing campaign. This combination of creativity from the Influencers and industry know-how from MIN resulted in highly engaging, unique and viral content through real life moments of their lives that communicated the key message Rubicon needed their target audience to know.

The Influencers

The Influencers we worked with had a combined social following of 2.5 million and produced content in both English and Urdu to allow the campaign to reach as many people as possible. The Influencers also ranged from fashion Influencers, to singers and food bloggers to represent how Rubicon appeals to a wide variety of the public.

Attention To Detail

Our campaign was meticulously devised. We first had the Influencers come together to meet Rubicon in a private location, where they were officially introduced to the new drink range, briefed about the campaign, which created a greater brand affinity. They were then sent a hamper with the new range of drinks and a personalised message before the campaign, a sweet touch which always helps. We then followed up with emails and phone calls to further advise them about best practices when it comes to Influencer marketing. Finally, we carefully tracked the analytics of the entire campaign through our reporting software and presented the results to Rubicon in our debrief.

The Results

The campaign over-delivered on the impressions target, delivering over 2.5 million (and counting) in just over 2 weeks.

With 1.2 million impressions created in just over 24 hours.

The Influencers were also happy to post extra pieces of content, more than what was originally agreed, as they were so enthusiastic about the campaign.

The content was well received by audiences, creating huge awareness of the new Rubicon range – generating tonnes of positive social chatter too.

2.5 Million

Campaign impressions (and counting).

500,000

People were reached through Instagram alone.

50

Additional pieces of content were produced.