Facing a tough economy in Barbados, evolving tastes from Millennials and stiff competition from substitute products, WIBISCO needed to boost sales of its 3 cracker brands. Virgo Communications designed a campaign that encompassed all the brands, in a way that would resonate with Millennials. Three micro-influencers were incorporated, both as models and social media ambassadors.
Virgo Communications created a series of fun food preparation videos, with one of the influencers who is a chef. This series ran on both his platform and the WIBISCO platforms. A separate video series with the influencers speaking on what foods they prefer on the crackers were also created. The influencers created video and photo content in keeping with their personal brand on their own platforms, which incorporated the products.
Virgo Communications also created Innovative point of sale, including a gondola display with a video screen showing the fun food preparation videos, so that the online content existed “offline” in front of the consumer in the markets. These toppings were also served at tastings on the supermarket floor allowing customers to taste the recipes they saw online and in the market.
Radio and digital advertising were also put into action. The ongoing campaign has thus far generated the visibility with consumers that WIBISCO was looking for.
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