CORNERING THE MARKET
Why Influencers Matter: The Growth of Blue Diamond Almondmilk’s Trust and Reach Blue Diamond farmers know that producing high-quality almonds is only part of the success equation. Reaching consumers and earning their trust requires meeting them in more places and in more ways than ever before. That’s why Blue Diamond continues to enhance its
The New Word-of-Mouth Word-of-mouth has always been one of the most effective ways to build trust. Today, digital platforms allow that same dynamic to reach millions of consumers at once. Blue Diamond is leaning into that opportunity through a thoughtful influencer strategy designed to complement our overarching efforts to reach more people. Beginning in February and concluding in August, the entire advertising program is expected to generate approximately 555 million impressions, driven largely by influencer content across Instagram and TikTok. At the same time, a brand-new Blue Diamond video, which is running across Connected TV platforms and online video, will deliver 81 million impressions, ensuring consistent visibility across both premium and social channels. These efforts work together seamlessly: • Traditional and digital advertising establish brand awareness at scale • Influencer content reinforces those messages in everyday, trusted contexts Our Influencer Ecosystem Rather than relying on a single voice, Blue Diamond is building a broad “influencer ecosystem” to maximize reach and relevance: • Mid-tier influencers (6 creators): Established creators with at least half a million followers producing multiple pieces of content across Instagram and TikTok • Micro-influencers (15–20 creators): Creators with smaller followings who appeal to highly engaged, niche audiences
marketing mix by not just including traditional advertising vehicles, but following consumer behavior to incorporate more digital video, social media, and even launching this brand with a thriving network of influencers who help bring the goodness of almondmilk to life. Building Trust Through Multiple Voices Today, consumers engage with brands across a vast array of channels. While traditional advertising, such as streaming TV and digital video builds awareness, influencer content addresses the vital relatability factor and provides a trusted voice in the form of the new word-of-mouth. As consumers reconsider what products deserve a place in their refrigerators, influencers help demonstrate the practical, everyday role almondmilk can play in their coffee, breakfast, smoothies, and family routines. That kind of storytelling reinforces our brand’s messages in a more personal, experience-driven way. Consumers increasingly trust recommendations that feel integrated into real routines rather than traditional advertising alone. Industry research consistently shows that consumers place a high level of trust in recommendations from people they follow online, especially when those recommendations feel authentic and aligned with their lifestyles. Creators will showcase key product benefits, from the simple ingredient list in our simple flavors to the plant protein in Chocolate Protein. For almondmilk, that’s a powerful opportunity to connect with consumers through everyday, relatable moments.
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ALMOND FACTS
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