Webstages and Rivella: 14 influencers present new variant
All in yellow: Numerous creators—some of whom are lactose intolerant themselves—featured the new Rivella variety on their channels—and designed their posts in yellow.
Rivella launched the new Rivella Yellow in March 2024. Webstages implemented the national campaign with 14 influencers on Instagram and Tiktok. Among them: influencers known throughout Switzerland such as flavioleu, wakeaway_, danihutti behatceran and therealscherz. They developed Rivella Yellow Muffin recipes, comedy sketches and storylines, which were resolved with spectacular VFX effects over several posts. The special feature: Every post had to be as yellow as possible.
Webstages implemented the influencer campaign in line with the umbrella campaign under the claim "Make it colorful - make it yellow". The campaign ran from April to the beginning of May in German-speaking and French-speaking Switzerland. Some of the biggest content creators in the Swiss market were recruited for the national campaign at the height of the highly competitive beverage market. The aim of the campaign is to anchor the new fully vegan Rivella Yellow in the young target group. Webstages was looking for influencers from the lifestyle, comedy and food sectors for the content mix.
A feed in yellow
The influencers turned their community's feed completely yellow with their posts. Food influencer streusel.ch, for example, showed her community that the new Rivella Yellow not only tastes good to drink, but is also suitable for baking delicious Rivella Yellow muffins.
Hoi.manuel transformed the University of Zurich into giant Rivella Yellow bottles. Evagaudenz, a self-employed social media manager from Zurich, showed in VLOG style how a collaboration works behind the scenes and took the opportunity to give her Canadian friend a taste of Rivella Yellow. Creators who are directly affected by lactose intolerance or sensitivity were also used and were therefore able to credibly convey this aspect of the new Rivella Yellow.
One insight from the campaign: on Instagram and Tiktok, promotional posts often have slightly fewer video views than non-promotional posts. Due to the freedom that Rivella gave the influencers in the implementation of the posts and the publication as a collab post, this effect was not only compensated for, but an above-average performance was often achieved.
A total of fifteen posts were published for the campaign. The 14 influencers have reached over 427,000 people with their content so far. The campaign will run until May 12, 2024.
Responsible at WebStages: Leila Schmid (overall responsibility), Tanja Herrmann (strategy), Athina Sommer (project management support). Responsible at Rivella: Andrea Murer, Nikolas Petschen, Lia Della Porta.
