CASE STUDY: Using Influencers to Drive Sales

Provided by The Fourth Angel
Tapping into the Bright family to drive footfall into Prezzo

What was the Challenge / Background of the Campaign?

Prezzo needed a campaign to drive bookings, centred on its Italian casual dining proposition.

What was the Campaign Objective?

Launch the Spring menu and drive bums on seats.

What was the Solution?

We worked with one of Britain's best loved families - the Bright's of TOWIE fame - and created a mini video of them dining in their local Prezzo. Our mission was to get the family fully engaged in one another whilst enjoying our Italian classics. To help, we created conversation starter cards with sets of questions from "where did Mum and Dad meet?", to "what's your favourite pizza topping?". We then seeded the video socially and amplified it through media relations.

What were the Results?

Bookings went up by 38% the weekend the campaign launched. We negotiated 8 posts across the Bright's family social media channels. We secured over 141,000 impressions, 96% of these on Prezzo's. Instagram were non-followers, meaning this campaign reached almost an entirely new audience. Traffic to Prezzo's website from Instagram was up 93% on the weekend we launched the campaign.

What were the Key Learnings of this Campaign?

The Bright family were so authentic to the campaign, and spot on for the target audience that Prezzo instantly saw an impact on booking as soon as the family started posting the video on their channels. Using a PR agency to negotiate fees for celebrities often delivers a much lower cost than advertising or celeb bookers.

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