When Itsu, the renowned British chain of Asian-inspired fast-food restaurants, decided to introduce their new range of nutritionally balanced rice box salads, they faced a unique challenge. Breaking the mold in an industry where fast food is often synonymous with less healthy options, they needed an effective strategy to showcase their new offerings to a receptive audience. Having recently undergone a significant digital transformation led by Neil Miller, Itsu’s interest in modern marketing solutions brought them to Gifted.

The Challenge: Introducing a Pioneering Product in a Competitive Market

Towards the end of 2023, Itsu approached Gifted with the goal of launching their new ricebox salads - which were the first of their kind in the fast-food industry, offering nutritionally balanced meals that catered to health-conscious consumers—a significant departure from traditional fast-food fare.

Itsu had not experimented with influencer marketing much previously, but had been impressed with the results from a recent one-off collaboration they’d done with popular London based nutritionist @emthenutritionist. Based upon this, they were therefore seeking a more scalable and cost-effective approach to promote their new range without compromising on authenticity or impact.

Gifted’s Solution: Strategic Influencer Campaigns Tailored to Target Markets

After an in-depth consultation, Gifted and Itsu devised a comprehensive plan focusing on two key markets:

London Launch: Leveraging London’s diverse population, they aimed to attract a wide audience by collaborating with influencers who had varied and extensive reach. This approach was designed to maximize visibility and generate buzz around the new ricebox salads.

Exeter Expansion: With a new location near university campuses, the strategy in Exeter centered on targeting students. Influencers with strong connections to the student demographic were selected to promote the offerings effectively within this community.

Gifted’s platform enabled Itsu to manage these campaigns efficiently, providing features such as multiple collaboration briefs and instantaneous reporting to monitor performance in real-time.

Enhancing Communication with Gifted’s WhatsApp Notification System

The Itsu team particularly appreciated Gifted’s WhatsApp notification system. In an age where email inboxes are often overcrowded, receiving automated updates and notifications via WhatsApp ensured that important information was promptly seen and addressed.

Executing the Campaign: Engaging Influencers and Achieving Authenticity

Itsu engaged with over 100 influencers through the Gifted platform and completed more than 15 collaborations. The influencers chosen for the London campaign reflected the city’s diversity, reaching various audience segments. In Exeter, the focus was on student influencers or those with significant student followings, aligning perfectly with the local demographic.

Despite initial reservations about the affordability of influencer marketing, Itsu was pleasantly surprised by the ROI through the platform. The #gifted nature of the collaborations not only proved to be cost-effective but also added an element of authenticity to the promotions. Audiences responded positively to genuine endorsements, enhancing the overall effectiveness of the campaign.

The Results: Amplified Visibility and Positive Audience Engagement

The influencer campaigns yielded impressive results:

Increased Brand Awareness: The collaborations significantly boosted Itsu’s presence on social media platforms, reaching a broad and varied audience.

Authentic Content Creation: Influencers produced genuine and engaging content that resonated with their followers, highlighting the unique benefits of the ricebox salads.

Positive ROI: The cost-effective strategy delivered satisfactory returns, exceeding Itsu’s expectations and validating the effectiveness of influencer marketing through Gifted.

The positive experience has led Itsu to continue utilizing Gifted’s platform, with exciting content plans on the horizon for the winter season.

If your brand aims to introduce innovative products, expand into new markets, or engage authentically with your target audience, Gifted offers the expertise and tools to make it happen. Together, we can craft impactful campaigns that drive results and foster meaningful connections. Contact Gifted today to explore how we can elevate your brand through innovative influencer marketing strategies.