- THE CASE |
Beyond meats wanted to develop an influencer campaign with the objective of increasing sales and engagement among consumers.
BEYOND MEAT is a plant-based meat substitute founded in 2009 with its initial products being available all over the U.S as of 2013. Their mission is to create the future of protein. By shifting from animal to plant-based meat, we can address four growing global issues: human health, climate change, constraints on natural resource, and animal welfare.
BEYOND MEAT FACTS
the products are design to look, cook and taste like traditional meat.
products are being sold in 17.000 grocery stores
BEYond meat targets even meat-lovers who want to reduce their meat consumption.
products are available in 12.000 eateries
CURRENT CAMPAIGN – GO BEYOND
UNLEARN & LISTEN
BEYOND'S CURRENT AMBASSADORS
- Beyond Meat currently has a testimonials campaign running from celebrities and athletes who either went fully vegetarian/vegan or changed their diet to involve less meat.
- In their testimonials they talk about their experience of changing their diets and how it’s affected them and continues to affect them in positive ways.
WHAT WE FOUND
Beef Consumption of Men vs Women
BUT, BEYOND MEATS "TARGETS" EVEN MEAT-LOVERS WHO WANT TO REDUCE THEIR MEAT CONSUMPTION
Why are men eating less meat than women?
SOLVE THE CASE
OUR #BEYONDSTRONG MEN
Type of influencers: macro/micro
Amount: 2 macro with between 100k-500k followers and 3 micro with around 100k followers.
Audience: Their audience is engaging, shares the same interests and idolizes the influencers