Kerrygold’s latest model journey proves influencer journeys are nonetheless a method to generate constructive buzz.
Prior to now couple of years, influencer model journeys have seemingly fallen out of favor with customers. If a model journey stirs unfavorable dialog throughout social media, entrepreneurs face backlash for being out of contact and exhibiting a gross show of wealth. However Kerrygold’s newest model journey is proof that doesn’t must be the case.
From Could 15 to Could 18, Irish-made Kerrygold took seven creators round Eire to point out them the nation’s inexperienced pastures, the cows that produce the milk that turns into Kerrygold butter, and what Irish meals tradition has to supply. The creators included Katie Zuckovich, Lydia Keating, Kerry Diamond, Olivia Tiedemann, and Megan Kate Swan.
The journey wasn’t Kerrygold’s first model journey, however the mixture of the attractive landscapes and the unlikeliness of a “butter model journey” captured TikTok’s consideration and sparked response movies. The seven creators reached an viewers of seven.7 million, up from a 2023 model journey with creators that reached 2.3 million.
The most well-liked video from the model journey, posted by Katie Zuckovich—higher referred to as babytamango on social media—begins along with her saying, “Right here’s the whole lot I ate on a butter model journey in Eire—no you didn’t mishear me.”
Zuckovich credit the success of her video to how “butter model journey” has a pleasant ring to it, pointing to the alliteration, and to the stunning nature of it.
“It feels so novel—nobody would ever count on a butter model to have a model journey,” Zuckovich instructed ADWEEK. “Everyone seems to be so used to magnificence and vogue firms doing it.”
The video garnered greater than 1,000,000 views. The attain of the video is greater than Kerrygold may have hoped for on a single video, Kerrygold’s senior model supervisor Kelly Harfoot instructed ADWEEK.
“It speaks to how loads of customers understand butter as a commodity or not one thing that they consider being branded in the identical method you’d take into consideration sneakers or electronics,” stated Harfoot. “It aligns with our enterprise targets of exhibiting customers why Kerrygold is price investing in due to the way in which the cows are raised and the way in which that the milk is produced.”
