With a key focus on reaching new audiences and converting them into fans of the low calorie Skinny bars range, we set out to identify influencers within the foodie, slimming and fitness spheres who were well-aligned with the brand ethos and offered lookalike audiences to the ideal target customer within their followings.

Initially, we reached out to five influencers with highly engaged followings and challenged them to create their own dream Skinny flavours - the wackier the better.

Once their imaginations had run wild, we created a run of their unique bars in the Skinny kitchens. These bars were then delivered to the influencers to try and each influencer created a content series showcasing their bar across their channels.

We then expanded the relationship further to create a ‘Battle of the Bars’ campaign, with the exclusive bars going head-to-head in a public vote. The influencers created content to drive their fans to a dedicated ‘Battle of the Bars’ page on the Skinny website to vote and engage - in turn, increasing dwell time on the site.

In order to further hook in their audience and drive desirability for the Skinny bars we used as a competition incentive, with the influencers offering some of their bars as a giveaway to give their followers a chance to try them.

Following the public vote, the winning flavour was announced via PR and on social and will become an official Skinny Bar flavour, available for limited time period and available for general sale on the Skinny website.

This concept allowed us to tap into a specific key audience AND opened up the opportunity for media appetite. The Battle of the Bars campaign resulted in an uplift in traffic to the Skinny website and Instagram, reaching a highly engaged foodie/slimming audience through aligned influencer collaborations and giveaway opportunities.