Cuisinart

SITUATION

Cuisinart came to Magrino in 2019 with a desire to re-energize and grow their national presence through strategic 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

Attain feature placements for the Cuisinart brand, highlighting 2019 focus products and keeping Cuisinart top of mind for cooking, gifting, and entertaining story opportunities.

Cuisinart identified core demographics with each of its focus items. Magrino utilized its strong media relationships across national, regional, and broadcast outlets to gain impactful press and buzz surrounding the new collaboration.

Magrino’s Digital team was tasked deliver quality influencer partnerships for Cuisinart’s Instagram platform, 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

Magrino secured top placements in Business Insider, Forbes online, Good Housekeeping online, Instyle Online, News 12 Long Island, Reader’s Digest online, People Magazine, Refinery 29, USA Today, and more.

As a result of Magrino’s influencer efforts, the following partnerships were secured between May 2019 – December 2019:
Total Campaigns: 24
Campaign Total Impressions: 780k
Campaign Total Reach: 533.4k
Campaign Total Engagements: 50k
Campaign Average Engagement: 3.75% (Cuisinart’s minimum desired ER is 2%)