Product Launch: The Ideal Kibble for Your Pet
KOOKAPI develops eco-responsible recipes that respect animal welfare for dogs and cats, based on insect proteins.
- Define the core target,
- Create a community and build the brand’s e-reputation,
- Educate consumers about the benefits of insect protein
Implementation of an ambassador program on the site and 3 product campaigns
- 75 detailed reviews,
- 58 social media posts,
- 177 segmented opt-ins,
- 103 ambassadors in 5 months including 54 influencers
The Company
Kookapi is a young brand that aims to develop its reputation by offering eco-responsible kibble made from insect proteins for dogs and cats. It’s worth noting that this brand was built through the implementation of an ambassador program on their site and product campaigns.
Kookapi’s mission is to design balanced kibble recipes, with natural ingredients, rich in insect proteins, but above all, environmentally friendly. By replacing the usual meat in pet food with BSFL ( Black Soldier Fly Larva or Black Soldier Fly Larva), the brand is part of an eco-responsible approach.
The Kookapi Team
The Challenges
The Trustt and Kookapi teams worked together to define the initial challenges of their first campaigns:
- Need to define the core target and secondary targets in order to reach them through influence and media,
- Start building an e-reputation for Kookapi to become the top-of-mind brand for insect protein,
- Provide education to consumers about the benefits of insect protein,
- Create a community before the brand launch,
- Ensure a successful launch in the fall,
- Test the recipe before commercializing the products,
The Solution
Discover the solutions implemented over the past 5 months:
Implementation of the Ambassador Program
The brand set up an ambassador program on its site to collect authentic reviews of its products.
Product Campaigns
The product campaigns generated about fifty posts on various social networks and allow Kookapi to increase its brand awareness.
3 Quantitative Studies on 299 Respondents
The 299 respondents from the 3 quantitative studies allowed Kookapi to collect more opt-ins and thus improve the understanding of its clientele and their consumption habits.
Opt-ins and Data Collected
The brand now has a better understanding of its core target thanks to the 177 segmented opt-ins and 75 reviews collected.
The Results
Ambassador Reviews
Kookapi managed to collect more than 70 reviews on its eco-responsible kibble. All the authentic and detailed reviews have allowed the young brand to identify the needs of its targets, which are now better identified.
Some customer testimonials have been published on the community site Mon Vanity idéal, which brings together a community of more than 250,000 testers, with the most authentic reviews on the market. The rest of the reviews will soon be available on the Kookapi website with the integration of the review module.
Thanks to the Trustt review model, useful information about ambassadors and their animals is available, such as: age, animal breed, or even type of activity. The ambassadors’ data allows potential customers to know if the product matches what they are looking for their animals. Often, authentic reviews from testers are accompanied by photos to reinforce the power of testimonials.
Thanks to the collected reviews, Kookapi learns more about its target audience and can now better respond to its customers’ needs. The feedback also allows the brand to build its e-reputation through reviews published on social networks and its e-commerce site.
Finally, the testers’ reviews about the product’s effectiveness and purchase desire help to create a circle of trust around the Kookapi brand.
Social Media Posts
UGC (User Generated Content) is very useful as it ensures the brand’s presence on different digital channels through authentic and rich content.
Thanks to UGC and ambassadors’ recommendations, brands can reach new qualitative audiences, likely to place orders based on the recommendations of influencers they identify with.
No less than 58 authentic publications on different social networks have emerged thanks to Kookapi’s influencers. Several types of content were distributed, following the first two campaigns led by the brand. Kookapi can now interact with its community and start building its e-reputation thanks to all this relevant UGC.
Here are some examples of UGC collected from the 3 Kookapi product campaigns:
The Results in Numbers
Definition of the Core Target
- 177 opt-ins segmented and qualified,
- 299 applications obtained from 3 product campaigns allowing Kookapi to know their potential customers and their habits,
+170
Segmented Opt-ins
Building E-reputation
- More than 100 ambassadors including 54 influencers participated in deploying the brand’s awareness,
- 75 constructive reviews collected allowing Kookapi to demonstrate the effectiveness of their new products on the market,
+70
Complete reviews of Kookapi products
Creating a Community
58 publications on social networks allowing Kookapi to create an engaged community before the official launch of the brand.
+50
Social Media Posts
Usage Test Results
The usage tests carried out by Kookapi’s ambassadors are part of a marketing strategy oriented towards customer satisfaction. The ambassadors evaluated the product before its commercialization began. The usage tests allow for gathering different information about the product and its use, such as knowing if the transition to Kookapi kibbles went well for the animals.
Today, the brand can affirm that it has succeeded in educating consumers, as Kookapi consumers find insect proteins relevant in their adult cat’s diet.
Thanks to the usage tests, Kookapi can now know which specific elements consumers prefer.
