Case Study

Refoods Successfully Secured Excellent
Growth and Reach with Nano KOLs

The Challenge


Refoods is a purpose-driven F&B start-up based in Singapore. Their healthy, plant-based snacks are made from all-natural, minimally-processed and sustainably-sourced supplies directly from their farms. Through the power of conscious consumers, they hope to create positive impacts for the people and the planet.

Even though Singaporeans are generally conscious about sustainability, general awareness and sustainable initiatives are sorely lacking. As such, the brand would have to strategise accordingly on how to educate Singaporeans about sustainability, and break through a nation that is all about convenience and speed.

Prominent marketing challenges faced by Refoods:

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Limited budgets and financial leverage

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Limited identification and targeting for key consumer segments

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Low sustainability awareness and the need to improve it decisively

In summary, we needed to build a community of like-minded conscious consumers in order to launch a brand without overly spending media dollars.

The Strategy


Understanding the importance and potency of the collective power of small actions, we went with Nano Key Opinion Leaders (KOLs) to generate macro results!

  • Why Nano KOLs?

    1. They typically belong to a very niche community which share the same values and interests.
    2. People trust and value the opinions of other people that they know (versus ads).
    3. They will only feature partner brands that they truly believe in.

    After mapping the values, we identified the most valuable communities to engage:

    • Primary: Foodies, health-focused, authentic, earth-loving, trendy, conscious consumers, and sustainable living practitioners.
    • Secondary: Vegan, parenting, and personal fitness.

    Our targeted approach via Nano KOLs allowed us to inject and amplify the brand’s presence into various communities in one shot.

    Every communication touch points make a difference to Nano KOLs who pride themselves on their credibility, which synergises with Refoods’ mission in developing credibility for their consumers. 

The Execution

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Positive impacts of snacking sustainably

Nano KOLs scan the QR on the snack's packaging to directly trace a variety of positive impacts on the planet, the ecosystem, their personal health, farmers, and so much more, all while they snack on it.

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Enabling the key communities

As each Nano KOL hails from a different community, their followers may engage differently to what the brand stands for. Our story was thoughtfully designed with the intention of highlighting various points that can be easily translated into captions for different key communities.

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Share the impact

Our Nano KOLs had the option to organise a giveaway for their followers if they like what the brand stands for. They can also decide how to do the giveaway. Once they received the snack kit via the giveaway, they were encouraged to share it with their friends if they like the brand's sustainability mission.

The Results

This campaign could have costed Refoods an estimated $95,000.

We did it without spending a single cent! 

Using the collective power of 25 nano KOLs, we successfully and significantly magnified the impact of the campaign at zero engagement costs.

*assumption of an average of $5,000 per post charged by mid-tier KOL

Amplification

With only an average fan base of 4,290 followers, our mighty Nano KOLs have collectively posted 19 Instagram posts and 68 Instagram Stories – which is a whopping 1,900% and 3,400% increase as compared to engaging just one mid-tier KOL!

Growing Community

Refoods has also gained a weighty follower growth of 28.9%, with healthy, sustainable snackers from all over the island!

Keeping the
Love Real

Sentiments around Refoods’ products were loaded with positivity, with 40% talking about how healthy and tasty the brand’s snacks are, and another 20% about the brand’s beliefs and meaningful causes.

Through this campaign, Refoods achieved:

1900%

Increase

in Instagram posts

3400%

increase

in Instagram stories

28.9%

increase

in community growth

 The success of this campaign demonstrates the value of ADA’s data-first approach to deliver impactful business value for clients.