Cuisinart

SITUATION

Cuisinart came to Magrino in 2019 with a desire to re-energize and grow their national presence through an emphasis on public relations strategy and social media influencer campaigns. Cuisinart named Magrino as their agency of record, focusing on a goal of creatively sharing the brand’s rich history with the next generation of cooking enthusiasts.

STRATEGY

Cuisinart’s main KPI for influencer partnerships is engagement rate, with a goal of securing influencers who have a minimum engagement rate (ER) of 2%. Magrino created a targeted influencer outreach list that included influencers with a minimum 2% ER and interests across food, travel, and family verticals. Magrino systematically reached out to approved influencers for both trade and paid partnership opportunities. Once interest was secured, Magrino negotiated coverage and contracted influencers to create content that included focus products and tied into seasonal or food holiday moments.

SOLUTION

As a result of Magrino’s influencer efforts, the following partnerships were secured between May 2019 – September 2019:

• Total Campaigns: 1
• Campaign Total Reach: 619K

Campaign Total Likes: 22.4K

Campaign Total Comments: 1.4K Engagement and Reach: The brand’s engagement on Instagram is an average of 4%, higher than the Instagram average of 1-3%. The Palm’s reach to date is over 245k.

Campaign Average Engagement: 3.45% (Cuisinart’s minimum desired ER is 2%)