Budget British supermarket chain Iceland has struggled against its competitors in recent years.
In addition to stories of bad customer experiences at the store, the chain also battles preconceptions that its products are of a lower quality than its direct competitors.
So this Christmas Iceland set out on a mission to change its negative brand perceptions and invested heavily in influencer marketing throughout December.
They teamed up with Channel Mum, a medium subscribed YouTube channel featuring different mum vloggers, to review their products.
Separately, the supermarket also gave £50 worth of vouchers to some of the channel’s vloggers and challenged them to do their Christmas shop.
The campaign worked well because many of the mums, including mums of different religions with different dietary requirements, voiced how infrequently they had visited the store in recent years and how pleasantly surprised they were with the products they had bought.
Here, two of the channel’s regular mum vloggers showcased Iceland’s products, commenting of their quality, awards they’d won and the ease of storing and cooking them.
They also gave viewers an insight into their Christmas Eve traditions.
But the most powerful marketing came from more than a dozen micro-infuencer mums who took up the £50 challenge.
Iceland’s mission was to change the hearts and minds of mums and improve Christmas sales.
Several of the vloggers confessed they had avoided Iceland, because of assumptions the products were too low quality or previous bad shopping experiences.
But armed with their vouchers, all went to their local store and reported how the brand had “upped their game”.
The vloggers emphasised Iceland’s award winning product line, the low prices and the convenience of frozen food for the festive season.
Some used Iceland products to make their own recipes, others demonstrated how easy it was to cook the products and how much their whole family enjoyed them.
They encouraged viewers to visit the supermarket in their comments, replying to those who shared negative experiences.
The main Channel Mum video had, at the time of writing this, nearly 22,000 views.
While the vloggers views ranged from less than 100 to over 6,000 per video – cost effective if Iceland just gave each of them £50 worth of vouchers.
The numbers may seem small, but the micro-influencers were speaking directly to Iceland’s target customers.
The goal was more to set off a chain reaction of word of mouth recommendations from viewers motivated to go to the store and see for themselves.
Yes, the store wanted to boost its Christmas sales, but by using influencer marketing to rectify its brand image, Iceland is no doubt also hoping to win its customers back.
If those viewers who did go to the store had good shopping experiences, perhaps they will become loyal customers of the brand.
All in all it looks like a cost effective campaign, which has the potential to pay off in the long run too – we’ll have to wait for the Christmas supermarket sales figures to see how well it faired.