Sage Appliances - Germany PR & Influencer
Rubber has been consulting with Sage Appliances since September 2021, offering local market intel, PR support and influencer management. Initially hired on a short term basis, Sage and Rubber continue to collaborate on projects in Germany.
Brief: Drive awareness and advocacy for a rage of specific Sage Appliances with Influencers and their audiences. Rubber was briefed to work on three projects, the Pizzaiola, FSG and ad hoc targeted Influencer brief.
Our approach: The Rubber team created a simple targeted brief based not he client requirements and identified micro influencer route to be the most efficient for the objectives.
Project 1 - Pizzaiola
At three day notice, identify three or more online media and influencers to travel to Italy to take a pizza tutorial and be briefed not he new Sage Pizzaiola oven, building relationships and content to share with their audiences during there trip and afterwards. Rubber identified, briefed and agreed content outputs with five media / influencers including Tres Click, About Fuel, Herz & Blut, DoItNow and PonySailor. Each guest was fully engaged and strong relationships with brand manager and brand created, leading to additional content in future months based around the Pizzaiola.
Project 2 - Fast Slow Go - Pressure Cooker
Rubber identified four influencers with different profiles and audiences to build engaging content around the new FSG product from Sage. Rubber worked with the brand man ager to identify niche groups to target and then build the influencer campaign to speak directly to them, including recipe selections, product briefings and delivery of ingredients. Influencers included Felicitas Then, Ezgi Polat, Anna Hofbuaer and Alice M. Huynh who hosted dinners for their families, girlfriends and one for a group of other influencers, further increasing the reach and relevance.
Project 3 - Wider Influencer Engagement
Following the success of the previous influencer briefs, Sage asked Rubber to oversee some ongoing influencer relationships and look at seeding the surplus products. Rubber put together a hit list of suitable influencers and matched them with Sage Appliances to drive relevance, positive sentiment and interest within their stakeholders. Ongoing relationships with the likes of CurlsAllOver, Erik Scholz, Jelena with Love, RichySKR and many others..
Rubber has also offered consultation on media outreach to trade titles during this period, to ensure controlled messaging around NPD.
Results:
20 Appliances seeded
15 Influencers engaged
40 + posts carrying agreed key messaging and imagery to support two key launches
30+ posts to support ongoing Sage brand awareness
