This coming Tuesday is Valentine’s Day (consider this your last-minute warning in case you still need to get something together) and Whole Foods has teamed up with some food blogging influencers to share recipes for a holiday all about indulgences with a loved one. Their blog post frames the holiday campaign perfectly:
“Anyone can make reservations. Show your Valentine you’re #obsessed by staying home and setting the table for two (don’t forget the tablecloth, candles and mood music!). The key: Pick a recipe that requires a little extra TLC, and use high-quality ingredients. We asked a few of our favorite foodies what they’ll be cooking up to show they care.”
So far they’ve shared the blog post itself on their Facebook page and an appetizer and dessert recipe individually on Instagram. This is a great example of how a brand can share content piecemeal across platforms for a campaign, never outright repeating what they’re sharing so the audience doesn’t get bored, but making sure everyone gets a chance to see it enough times that their curiosity gets the better of them and it results in a clickthrough (and maybe more).
Partnering with influencers is always a great boost to your audience too, when you’ve chosen wisely. The ideal brand-influencer match might even have some overlapping audience members already, but that just increases the odds that the remaining fans and followers of either account will be interested in the content shared.
— Husbands That Cook (@husbandscook) February 10, 2017
Just be sure both your brand and any influencers you’re working with comply with the latest guidelines from the FTC.