Showcase Case Studies I&J AIR-FRI’kn Amazing

I&J AIR-FRI’kn AMAZING Case Study: Refresh its brand and attract younger consumers, especially Gen Z and Millennials.

This is how we helped I&J achieve the below results!
air-fri
the challenge
The challenge was to effectively introduce the new product range to young, working professionals who value convenience and primarily shop online.
I&J needed to drive product trial and create engaging, shareable social media content, all while standing out in a competitive market and leveraging the trust consumers have in one another.
our solution
theSalt deployed consumers representing the actual target audience to collectively purchase several hundred AIR-FRI’kn AMAZING products across the country, to trial and share during sampling occasions with friends and family, which were then used to create content and share online, generating authentic customer generated content (CGC) with minimal brand input.
Shoppable links to the I&J product pages on the Checkers Sixty60 app were included in both organic and paid content to drive purchases.
theSalt creator gifting
three stage innovation approach:
  1. Creators shopping like a real consumers.
  2. Sharing experiences offline through sampling occasions.
  3. Moving the conversation online, and sharing positive brands experiences online.
Goal vs Achievement
content pieces
134% Improvement on benchmark
organic reach
1063% Improvement on benchmark
paid media
300% Improvement on benchmark
deliverables
70
x creator shoppers
140
x in store purchases
97
x organic content pieces
2
x weeks from launch to fulfilment
channels used