The Objective
Influencer marketing from scratch
Before leveraging Later’s platform and Services team, Palermo’s Pizza had no influencer strategy in place. Through an innovative partnership, Later successfully empowered Palermo’s Pizza to capture and repurpose lifestyle content and user-generated content through influencer marketing campaigns.
The brand came to Later wanting to highlight National Pizza Month in October and position both of its brands — Urban Pie and Screamin’ Sicilian — as the best frozen pizzas out there. The Palermo’s Pizza team knew they wanted to speak to each brand’s persona and call attention to the range of items available within the two product lines.
The team also knew that they wanted to activate creators to generate high-quality, entertaining, repurposable video content while generating impressions, increasing engagement, and driving clicks and sales.
The Solution
#NationalPizzaMonth takes over social
Given the campaign objectives, Later and Palermo’s Pizza decided that TikTok and Instagram Reels would be the best channels for this month-long campaign — revolving around the overarching goal of keeping the two Palermo’s Pizza brands top of mind for consumers during this social holiday. By taking advantage of National Pizza Month traffic, the brand team knew it would be able to promote the variety of items offered under the Urban Pie and Screamin’ Sicilian brands — all easily accessible in several retailer locations.
The target demographics
For Screamin’ Sicilian, the brand wanted to target males and females between 21-34 years old — with a particular focus on males between 30-34 years old. To hone in on this audience, the brand sought to work with young millennial creators who had comedic personalities or a creative edge, with a special interest in videography.
The Urban Pie brand team wanted to focus on millennials between 25-44 years old across both genders, honing in on younger millennials who may have entered the phase of life of starting a family.
In regards to the target age demographic, the brand had a particular interest in consumers between 25-34 years old. In addition, Urban Pie wanted to find “flavor explorers” and foodies excited to try new tastes, who placed importance on premium ingredients and cleaner labels.
Executing the campaigns
While the brand owned the campaign brief creation, influencer selection, draft approval, plus final content review, Later’s Services team fully executed the campaign — owning the campaign setup and launch, creator sourcing and communications, relaying of draft feedback, and influencer payments.
Throughout the campaign, there were several challenges that the Later team helped Palermo’s Pizza overcome. Finding the right creators to work with proved challenging at first, but in the end, the teams were able to secure partnerships with influencers aligning with their ideal persona type. In addition, waiting on self-reported TikTok metrics and downloading the short-form video content was difficult at times, but the Later team helped the brand communicate with creators to collect all items needed for the campaign performance report.
The Results
Establishing a TikTok presence
12
TikTok Creators
51.9K
Total Impressions
1.5
Total Engagements
3%
Avg Engagement Rate
13
Instagram Influencers
139.5K
Impressions
By activating creators for their #NationalPizzaMonth campaign across both TikTok and Instagram Reels, Palermo’s Pizza was able to achieve brand awareness and establish a presence on a new channel (TikTok), all while generating content to repurpose across their brand-owned channels.
As a result of this program, 12 TikTok creators generated 12 videos across both Urban Pie & Screamin’ Sicilian — six for each brand — generating 51.9K total impressions and 1.5K total engagements, plus achieving an average engagement rate of 3%.
Additionally, 13 other influencers generated 15 Instagram Reels videos for both brands, resulting in a total of 139.5K impressions and 8.2K engagements — with overall very positive sentiment — for an average engagement rate of 5.9%.