Bibigo Influencer Marketing Case Study | Later (2024)

The Objective

Driving maximum ROI

For bibigo, Korean flavor meets a modern twist with its line of supermarket dumplings (Mandu).

bibigo, alongside creative agency Goodby, Silverstein & Partners, worked with Later to source and manage strategic influencer partners. They needed a highly communicative influencer marketing partner to provide a seamless, smooth-running execution and strategy to drive bibigo’s influencer campaigns with maximum ROI.

Later possessed the ultimate mix of professionalism, attention to detail, and industry experience to be an asset to bibigo. With our diverse index of macro- and mega-influencers, plus strong relationships with creators across all spheres of influence, Later was positioned to help bibigo exceed its goals.

The Solution

A collaborative influencer campaign

Later knew that, with our highly specialized team of experts, attention to detail, diverse creator network, and experience as the all-in-one influencer marketing platform for enterprise brands, we would be the perfect solution for bibigo.

The initial strategy

To fulfill bibigo's needs, Later was on a mission to showcase how it can seamlessly work with fewer, bigger, better influencers while maintaining an enhanced line of communication. Our team also wanted to highlight how it would help bibigo meet timeline expectations, prioritize engagement, drive brand awareness, and influence a love for bibigo products.

We strove to highlight our strengths in our first campaign with bibigo — which centered around the brand's line of Mandu products, or Korean-style dumplings. From a brand awareness perspective, bibigo wanted influencer-generated content (IGC) to highlight the bold flavor, easy prep, and shareability of its food selections.

To achieve the desired style of content, bibigo and Later knew that they needed to work with creators who had a proven history of high engagement and a genuine passion for authentic Asian cuisine plus storytelling through food. The brand team identified the ideal creator partner as a tastemaker among their peers with a substantial presence primarily on TikTok and Instagram — but also across Facebook and YouTube.

Targeting the right audience

Creators would need to be within the macro- or mega-influencer tiers — levels chosen because they would create higher-quality content, drive more engagements and impressions, and require fewer draft submissions and communication needs.

With creators promoting bibigo and its Mandu products via this campaign, the IGC would target consumers in the U.S. between 18 and 45 years old interested in Korean cuisine, cooking, and efficient meals. By maintaining the goal of “fewer, bigger, better,” creator partners were asked to share authentic stories on their social platforms about how they use food to connect with people they love.

Creative freedom was given, with some influencers even sharing bespoke recipes utilizing bibigo products and highlighting their Mandu options in their content. All IGC contained the hashtags #bibigo, #ad, and @bibigousa, allowing for easy campaign reporting focusing on impressions and engagements.

Content with heart

This campaign came to life primarily via TikTok and Instagram content. Some creators also utilized YouTube Shorts and Facebook video posts — depending on their presence and strength on each respective channel. IGC enticed viewers with mouthwatering recipes and/or intimate insight into their lives — all supporting bibigo’s vision for content with heart.

Together, these creators drove a highly visual and compelling campaign that focused on a strategic concept about how food is meant to be shared, and that a quick, easy meal doesn’t have to sacrifice bold flavor.

Some IGC was also featured on bibigo’s brand-owned social channels. Even more was incorporated into paid ads on Instagram, Facebook, and TikTok, therefore extending the reach and lifespan of the content.

A resounding success

Between the thoughtful and concrete content strategy and goals that bibigo and Goodby, Silverstein & Partners developed, a thorough search for the best creators, and a strategic partnership with Later, this campaign proved a success.

The brand’s Mandu product line was promoted via a collection of beautiful content that was personal, compelling, inspirational, and effectively positioned bibigo as more than another food brand. Additionally, the creators’ core message to promote a shared culinary experience made for a cohesive and compelling series of successful content.

The Results

The stats don’t lie

Later helped bibigo achieve its goals by fully managing its campaign — from sourcing to influencer communication to draft coordination to payment and everything in between.

Notable results include:

• A 64% increase in impressions from all paid media
• On TikTok: 20M total impressions and 1M total engagements
  • Resulting in a 3% click-through rate, compared to a 1.3% benchmark!
• On Instagram and Facebook: 26M total impressions and 3M total engagements
  • Resulting in 203K total clicks (and a 3.2% click-through rate)