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Economy

City Cast Evolves: Expands into Social Video and New Markets

by Daniel Foster - Senior Editor, Economy
written by Daniel Foster - Senior Editor, Economy




City Cast Recalibrates Local News Approach, Expands into New Markets

Published: November 3, 2025

A notable strategic shift is underway at City Cast, the media venture backed by graham Holdings. The company, known for its hyper-local podcasts and newsletters, is streamlining its operations while simultaneously embracing short-form video as a core component of its future growth. This pivot comes nearly five years after its founding,reflecting a period of rapid learning and adaptation within the evolving local media landscape.

Market Adjustments and Strategic Focus

City Cast is relocating its focus, exiting operations in Houston and Boise while simultaneously launching new initiatives in the Twin Cities and seattle. This decision followed a careful evaluation of market dynamics,according to company founder David Plotz. He explained that the company performs optimally in urban areas with engaged, progressive audiences and vibrant local media ecosystems.

The company’s assessment found that Houston’s expansive size made it challenging to foster a strong sense of community, while Boise proved too small to sustain significant growth.This realignment underscores a broader trend in local media, where targeted strategies are increasingly prioritized over broad geographic reach.According to a recent report by the Pew Research Center, local news consumption is shifting towards digital platforms, emphasizing the need for adaptable content strategies.

Growth and Financial Performance

Currently operating in 13 cities and employing approximately 90 individuals, City Cast has demonstrated consistent audience growth. Newsletter subscribers have increased to roughly 500,000 from 350,000 within the past year, and podcast listenership has climbed to 240,000 monthly users, up from 175,000 a year ago. Despite remaining unprofitable, the company projects a near doubling of revenue in 2025, reaching between $4 million and $6 million, fueled by a mix of advertising and membership contributions.

Currently, around 5,000 paying “Neighbors” support the platform through monthly or annual subscriptions, gaining access to ad-free content, exclusive newsletters, merchandise, and special events. This membership model is becoming increasingly common among digital media outlets seeking to diversify revenue streams, as highlighted by Nieman Lab’s coverage of membership-based journalism.

Metric 2024 2025 (Projected)
Newsletter Subscribers 350,000 500,000
Podcast Listeners (Monthly) 175,000 240,000
Total Revenue $3 Million $4 – $6 Million
Paying Members (“Neighbors”) N/A 5,000

Embracing Social Video and Community Building

City Cast’s evolution extends beyond market adjustments. The company is now prioritizing short-form video content for platforms like TikTok, Instagram Reels, and YouTube Shorts. This strategy aims to capitalize on the growing popularity of these platforms and provide a new avenue for engaging with audiences. Videos will feature local hosts offering commentary on current events, showcasing community happenings, and delivering personality-driven content.

This shift reflects a broader understanding that impactful local journalism is often personality-driven. Bob Cohn, president of The Baltimore banner, noted that social video is particularly effective in reaching younger demographics and that it is harder for Artificial Intelligence to replicate genuine human connection. Moreover, City Cast is rebranding its “Members” as “Neighbors”, aiming to foster a stronger sense of community and civic engagement.

“We’re not just making podcasts,” Plotz affirmed, “We’re building communities that help people learn about, and participate in, the places they live.”

Did you know? According to Statista, TikTok surpassed 1 billion monthly active users in 2024, making it a key platform for reaching younger audiences.

Pro Tip: Local media organizations can leverage short-form video to build brand awareness, drive traffic to longer-form content, and foster audience interaction.

What role do you believe social media plays in the future of local news? Do you think personality-driven content is more effective in engaging audiences?

The Future of local news

The challenges facing local news are well-documented, with many communities becoming “news deserts.” City Cast’s approach-combining podcasts, newsletters, and now short-form video-represents a creative attempt to address these challenges and build sustainable models for local journalism in the digital age. Its success will likely depend on its ability to cultivate strong community relationships and deliver content that resonates with its target audience. The increasing reliance on community funding and membership models is proving pivotal in sustaining independent journalism.

Frequently Asked Questions about City Cast

  • What is City Cast? City Cast is a media startup focused on providing hyper-local news and facts through podcasts, newsletters, and social video.
  • What markets is City Cast currently in? As of November 2025, City Cast operates in 13 cities across the United States.
  • How does City Cast generate revenue? The company generates revenue through a combination of advertising and membership subscriptions.
  • What is the “Neighbors” program? The “Neighbors” program is City Cast’s membership program, offering subscribers exclusive content and benefits.
  • Why did City Cast leave Houston and Boise? City Cast determined these markets were not ideal fits for its target audience and growth strategy.
  • What is City Cast 2.0? city cast 2.0 refers to the company’s updated strategy, which prioritizes short-form video and a stronger focus on community engagement.

Share this article with your network and let us know your thoughts in the comments below!


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Economy

Is Your CFO the Hidden Key to Your Next Viral Podcast?

by Daniel Foster - Senior Editor, Economy
written by Daniel Foster - Senior Editor, Economy

Morning Brew Pioneers New Creator Model, Tapping Internal expertise For Podcasts

Table of Contents

New York, NY – October 23, 2025 – Business news publisher Morning Brew is redefining content creation with the launch of “People Person,” a podcast spearheaded by Kate Noel, the company’s Senior Vice President of People Operations. This move signifies a departure from conventional media practices, where podcasts are typically hosted by journalists or established media personalities.

The new podcast, designed to complement the “HR Brew” franchise, delves into the complexities of modern human resources management. It’s not an isolated case; Morning Brew’s April 2024-launched “Per My Last Email,” a career advice podcast, is led by Kyle Hagge, Chief of Staff, and Kaila Lopez, Director of Consumer Revenue. Company President Devin Emery indicated that this strategy – leveraging internal expertise – is expanding across the organization.

The Rise Of The ‘Internal Creator’

Emery explained that future content initiatives, such as those tied to “Revenue Brew,” will similarly feature talent from the relevant internal teams, fostering a creator ecosystem within the company. This approach stands in contrast to the growing trend of journalists being encouraged to adopt influencer-style personas, as noted in recent industry reports. It’s a essential shift in who gets to be a content creator.

according to a 2024 TopRank Marketing survey, a significant 81% of Business-to-Business (B2B) marketers now allocate dedicated budgets for influencer marketing, with 53% anticipating budget increases and 9% planning to introduce programs in 2025. This demonstrates the increasing value placed on authentic voices within the B2B space.

Industry analyst Emmy Liederman, from eMarketer, highlights a crucial distinction: B2B audiences prioritize authenticity and credibility (58%) over sheer audience size, ranking it higher than industry relevance (49%), subject matter expertise (47%), and engagement (45%) in a recent April 2025 report. The emphasis is shifting from reach to establishing authority.

Why Internal Talent?

Morning Brew’s decision to prioritize in-house talent reflects a strategic advantage. Utilizing individuals already immersed in the complexities of the business world provides immediate context and perceived legitimacy. Josh Kaplan, founder of the B2B creator agency Smooth Media and a former Morning Brew employee, noted Noel’s “electric” presence and inherent recognizability, qualities that contribute to audience connection.

Characteristic Traditional Influencer Marketing Morning Brew’s approach (B2B)
Primary metric Engagement Rate Authenticity & Authority
Talent Source External Creators Internal Experts
Content Focus Broad Appeal Specific Industry Expertise

However, the company acknowledges potential challenges.Liederman raises valid concerns about compensation, employee comfort levels with participation, and the potential strain of added responsibilities. Morning Brew addresses these points by offering Noel a revenue share and emphasizing her voluntary participation, alongside providing a production team to support the show.

The Blurring Lines Between Profession and Personal brand

this initiative reflects a broader trend: the increasing entanglement of professional and personal online identities. The incident involving coldplay and the kiss cam, as reported in Adweek, underscores how quickly personal actions can become corporate concerns. Every social media post can be viewed as an act of influence, raising questions about future expectations for employees.

The rise of “corporate influencers,” like Deloitte’s Lara Sophie bothur, exemplifies this dynamic. Bothur actively promotes Deloitte’s brand through her personal social media channels, highlighting the potential for employees to become brand ambassadors.

Are we moving towards a future where employees are routinely expected to publicly champion their companies? The boundary between professional duties and personal branding is increasingly blurred. Is this a natural progression of the attention economy, or a concerning trend towards corporate control of individual expression?

The Evolving Landscape of B2B Content Marketing

The strategies employed by Morning Brew are indicative of a larger shift in B2B content marketing. Businesses are recognizing the power of authentic, expert-led content to build trust and drive engagement. This approach moves away from traditional, overtly promotional tactics towards providing genuine value to potential customers.

The focus on internal talent also offers cost-effectiveness and greater control over messaging. though, it requires careful consideration of employee well-being and a clear understanding of the potential risks associated with blurring the lines between personal and professional personas.

Frequently Asked Questions About Morning Brew’s New Creator Strategy

  1. What is Morning Brew’s new approach to podcast creation? Morning Brew is utilizing its internal staff, notably those with deep expertise in specific business areas, to host podcasts like “people Person” and “Per My Last Email.”
  2. Why is Morning Brew focusing on internal talent? the company believes that internal experts offer authenticity, credibility, and a natural understanding of the target audience.
  3. Is this a B2B marketing strategy? While not explicitly framed as marketing, these podcasts aim to capture attention and build brand awareness within the B2B space.
  4. What are the potential drawbacks of this approach? Concerns include employee workload, compensation, and the blurring lines between personal and professional roles.
  5. How critically important is authenticity in B2B marketing? Authenticity and credibility are now considered more important than audience size or engagement in B2B influencing, according to recent research.
  6. What are ‘corporate influencers’? Corporate influencers are employees who actively promote their company’s brand and values through their personal social media channels.
  7. What does the future hold for employee-led content creation? The trend suggests employees may increasingly be expected to act as public advocates for their organizations.

What are your thoughts on the increasing expectation for employees to become brand ambassadors? Share your opinion in the comments below!

How can a CFO’s risk assessment expertise translate into actionable advice for small business owners facing economic uncertainty?

Is Your CFO the Hidden Key to Your Next Viral Podcast?

Beyond the Balance Sheet: Why CFOs Make Excellent Podcast Alex Reeds

Most podcasters chasing that viral moment focus on charismatic entrepreneurs, industry thoght leaders, or captivating storytellers. But there’s a surprisingly powerful, often overlooked resource sitting within your organization: your Chief Financial Officer (CFO). A CFO isn’t just about numbers; they’re strategic thinkers, risk assessors, and possess a unique perspective on business realities. this makes them ideal guests for a compelling and insightful podcast. Think business podcasts, finance podcasts, and leadership podcasts – your CFO can elevate your content.

The Untapped Potential: What CFOs Bring to the Mic

Why are CFOs such valuable podcast assets? It goes beyond simply discussing financial planning. Here’s a breakdown:

* Strategic Insight: CFOs are deeply involved in long-term planning and decision-making. They can offer listeners a behind-the-scenes look at how businesses navigate challenges and capitalize on opportunities.

* Data-Driven Storytelling: They’re masters of translating complex data into understandable narratives. This skill translates perfectly to podcasting, making even dry topics engaging.

* Risk Management Expertise: In today’s volatile business landscape, understanding risk is crucial. A CFO can provide valuable insights into identifying, assessing, and mitigating potential threats. This is particularly relevant for business risk management focused episodes.

* Operational Efficiency: CFOs are constantly looking for ways to improve efficiency and reduce costs. Their insights can be incredibly valuable for entrepreneurs and business owners.

* Investor Relations Perspective: For podcasts targeting investors or those seeking funding, a CFO’s perspective on investor confidence and financial due diligence is invaluable.

Podcast Topics That shine with a CFO’s Input

Don’t limit your thinking! Here are some podcast episode ideas where a CFO can truly shine:

  1. The Future of Finance: discuss emerging trends like blockchain technology, AI in finance, and digital transformation from a practical, implementation-focused perspective.
  2. Navigating Economic Uncertainty: How businesses are preparing for (and responding to) inflation, recession fears, and supply chain disruptions. This taps into current economic news and listener anxieties.
  3. Funding Your Growth: A deep dive into different funding options – venture capital, private equity, debt financing – and how to choose the right path. Focus on startup funding or small business loans.
  4. Building a lasting Financial model: Beyond profitability, how to build a business that’s financially resilient and prepared for long-term success. This aligns with ESG investing and sustainable business practices.
  5. The CFO’s Role in Innovation: how finance leaders are supporting and enabling innovation within their organizations.
  6. Mergers & Acquisitions: A CFO’s perspective: The financial complexities and strategic considerations involved in M&A deals.

Benefits of Featuring a CFO on Your Podcast

Beyond content quality, inviting a CFO offers tangible benefits:

* Increased Credibility: Having a seasoned financial professional on your show instantly boosts your podcast’s credibility.

* Wider Audience reach: Attract listeners interested in business finance, financial analysis, and corporate strategy.

* Networking Opportunities: Connect with potential investors, partners, and sponsors.

* Thought Leadership Positioning: Establish your podcast as a go-to resource for insightful business commentary.

* SEO Boost: Targeting keywords like CFO interview, financial podcast, and business strategy podcast can substantially improve your search engine rankings.

Practical Tips for a Accomplished CFO Podcast Interview

Making the most of your CFO’s expertise requires readiness:

* pre-Interview Briefing: Discuss the target audience and desired key takeaways.

* Focus on Storytelling: Encourage the CFO to share real-world examples and anecdotes. Avoid overly technical jargon.

* Ask Open-ended Questions: Prompt thoughtful responses rather than simple “yes” or “no” answers.

* Prepare for Follow-Up Questions: Be ready to delve deeper into specific topics.

* Promote the Episode Strategically: Leverage social media and email marketing to reach a wider audience. Target LinkedIn for professional reach.

Real-World Example: Shopify’s CFO on Business Strategy

While not a direct podcast appearance, Shopify’s CFO, Amy Shapero, frequently participates in investor calls and public presentations where she articulates the company’s financial strategy. These interactions are widely covered in financial news outlets and demonstrate the power of a CFO’s voice in shaping public perception and investor confidence. This illustrates how a finance leader can become a key communicator for a brand.

Overcoming Potential Hurdles: Addressing CFO Concerns

Some CFOs may be hesitant to participate in a podcast. Common concerns include:

* Confidentiality: Assure them that sensitive data will not be disclosed.

* Time commitment: Respect their busy schedules and keep the interview concise and focused.

* Public Speaking Anxiety: Provide a cozy and supportive interview environment.

* Regulatory Compliance: Ensure all discussions comply with relevant financial regulations.

By addressing these concerns and highlighting the benefits, you can unlock a valuable source of podcast content and elevate your show to new heights.

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Economy

Cava’s Labubu Plushie Craze Drives Sales Surge

by Daniel Foster - Senior Editor, Economy
written by Daniel Foster - Senior Editor, Economy

Cava Dips Into Collectible Craze with Limited-edition Plushies Inspired by Viral Trend

Table of Contents

Fast-casual Mediterranean chain Cava is tapping into the current obsession with collectible items, launching a series of plush characters based on its pita chips. The move, spearheaded by a desire to join the cultural conversation surrounding popular collectibles like Labubu, aims to build brand equity and foster a deeper emotional connection with customers.

The campaign centers around “Peter Chip,” a character initially created for national Pita Chip Day as a simple pita chip with googly eyes and a smile. Cava partnered with artist Thaddeus Coats, known as Hippy Potter, to reimagine Peter Chip and create a wider cast of plush personalities.

Coats’ designs feature exaggerated cartoon features – large eyes, hands, and feet – and represent both current and upcoming Cava pita chip flavors.Alongside Peter Chip, customers can collect “Garlic Gus” (inspired by last October’s Garlic Ranch Pita Chip), “Jimmy Harissa” (representing Hot Harissa Pita Chips), and “Sweet Sammy,” hinting at a future flavor release.

The plushies, available on a limited run exclusively in Cava restaurants, are attached to keyrings, mirroring the accessibility and collectibility of items like Labubu figures. Coats intentionally drew inspiration from the nostalgia surrounding collector’s items, even incorporating tags reminiscent of those found on Beanie Babies to authenticate each plushie.

“Everyone is obsessed with collecting things right now, and with a key ring, you can hang it on your bag. It’s a cool way to show you’re a part of something,” Coats explained.

Cava’s marketing strategy for the launch is notably restrained,reflecting the company’s preference for authentic partnerships over large-scale influencer spending. They specifically sought a designer whose online presence aligned with the brand’s values, ultimately choosing Coats, a former employee, and will leverage his existing social media following to promote the campaign.

The plushie release coincides with Cava’s “Spice World” campaign, which introduced spicy menu items like lamb bowls and chicken shawarma. Andy Rebhun, Cava’s chief marketing and experience officer, emphasized that the plushie cost is absorbed within the existing marketing budget and won’t be reflected in the price of the Hot Harissa meal.

Ultimately, Cava hopes the campaign will establish Peter Chip as a recognizable brand character and cultivate a stronger emotional bond with its customer base through a tangible, collectible experience.

What strategies does Cava employ to generate high demand for Labubu plushies?

Cava’s Labubu Plushie Craze Drives Sales Surge

The Unexpected Power of Collectible Plushies

The art toy scene has exploded in recent years, but few predicted the phenomenal success of Cava’s Labubu plushies. What began as a limited-edition release has quickly morphed into a full-blown cultural phenomenon,considerably boosting Cava’s overall sales and captivating a diverse audience. This article dives into the factors driving this surge, the impact on the market, and what it means for collectors and the broader art toy industry. We’ll explore the Labubu craze, Cava plushie demand, and the collectible toy market.

Understanding the Labubu Phenomenon

Labubu, Cava’s signature character, is a mischievous, wide-eyed creature with a distinctive design. Initially released as vinyl figures, the introduction of the plushies unlocked a new level of accessibility and appeal. Several key elements contributed to the rapid rise in popularity:

Limited Edition Drops: Cava strategically utilizes limited-edition releases,creating a sense of scarcity and driving up demand. This tactic is common in the sneaker culture and art toy drops.

Social Media Buzz: Platforms like Instagram,TikTok,and X (formerly Twitter) have been instrumental in spreading awareness. Influencers and collectors showcase their Labubu collections, fueling the hype. Hashtags like #Labubu, #cava, and #ArtToy are consistently trending.

Unique Design & Aesthetic: The plushies’ adorable yet slightly unsettling aesthetic resonates with a broad demographic, appealing to both seasoned art toy collectors and newcomers.

Accessibility: Compared to the vinyl figures, the plushies are more affordable, making them accessible to a wider range of buyers.

Sales Data & Market impact

While specific sales figures are closely guarded by Cava, industry analysts report a substantial increase in revenue coinciding with the Labubu plushie releases.

resale Market: The resale market for Labubu plushies is thriving, with prices often exceeding retail value by several times. Platforms like StockX and eBay are seeing notable activity. Resale prices for rare variants can reach hundreds, even thousands, of dollars.

Increased Brand Awareness: The Labubu craze has dramatically increased Cava’s brand awareness, attracting new customers to their other products, including vinyl figures, apparel, and accessories.

Retail Partnerships: Cava has expanded its retail partnerships,collaborating with major retailers to distribute the plushies,further amplifying their reach.

Impact on the Art Toy Industry: The success of Labubu has inspired other artists and brands to explore the potential of plushies as a collectible medium. This is driving innovation and growth within the art toy community.

The Collector’s Perspective: Why labubu?

Collectors cite a variety of reasons for their passion for Labubu:

Emotional Connection: Many collectors describe feeling an emotional connection to the character, appreciating its unique personality and design.

Investment Potential: The potential for resale value is a significant draw for some collectors, viewing Labubu plushies as an option investment. Collectible investments are becoming increasingly popular.

Community & Social Aspect: Collecting Labubu is frequently enough a social activity, with collectors connecting online and at events to share their passion and trade items.

Artistic Value: Collectors appreciate Cava’s artistic vision and the craftsmanship of the plushies.

Navigating the Labubu Market: Tips for Buyers

The high demand for Labubu plushies has created a competitive market.Here are some tips for buyers:

  1. Follow Cava’s Official Channels: Stay informed about upcoming releases and drop dates by following Cava on social media and subscribing to their newsletter.
  2. Be Prepared for Rapid Sales: Limited-edition releases often sell out within minutes. Be ready to purchase promptly when the drop goes live.
  3. Verify Authenticity: Be cautious when purchasing from the resale market. Verify the authenticity of the plushie before making a purchase. Look for official tags and packaging.
  4. Set a Budget: It’s easy to get caught up in the hype. Set a budget and stick to it.
  5. Join Online Communities: Connect with other collectors to share facts and learn about upcoming releases.

The Future of Cava and the Plushie Trend

The Labubu craze demonstrates the power of strategic releases, social media marketing, and a compelling product design. Cava is poised to continue its success, and the demand for collectible plushies is highly likely to remain strong.the future of art toys looks bright, with continued innovation and a growing community of passionate collectors. the Cava brand is now synonymous with highly sought-after collectibles.

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Economy

Kerrygold TikTok Influencer Trip Goes Viral

by Alexandra Hartman Editor-in-Chief
written by Alexandra Hartman Editor-in-Chief

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Kerrygold‘s Brand Trip Success Shows Influencer Marketing Power is Growing

Table of Contents

In a world where marketing strategies are constantly evolving, the power of a well-executed influencer brand trip remains a potent force. Kerrygold,the Irish dairy brand,recently demonstrated this with a highly successful trip to Ireland,proving that these trips can still generate significant positive buzz and expand brand reach in the digital age.

Kerrygold’s Ireland Adventure: A Case Study in Influencer Engagement

Between May 15 And May 18, Kerrygold whisked seven content creators away to the lush, green landscapes of Ireland. The Aim? To immerse them in the brand’s origins, showcasing the pastures where Kerrygold’s milk-producing cows graze and to highlight the richness of Irish food culture. This carefully curated experience resonated deeply, generating impressive results.

The Power of “Butter Brand Trip”

This wasn’t Kerrygold’s first foray into brand trips, but the unique angle – a “butter brand trip” – captured the internet’s attention, sparking a wave of reaction videos on platforms like tiktok. The chosen influencers, including Katie Zuckovich, Lydia Keating, Kerry Diamond, Olivia Tiedemann, And Megan Kate Swan, collectively reached an audience of 7.7 million, a ample increase from the 2.3 million reached during their 2023 trip.

Katie Zuckovich, known as babytamango online, saw her video detailing “Everything I ate on a butter brand trip in Ireland” go viral, amassing over a million views. She attributed its success to the novelty and alliteration of the phrase “butter brand trip,” which stood out in a sea of beauty and fashion-centric influencer content.

Kerrygold’s Senior Brand Manager, Kelly Harfoot, noted that the video’s reach far exceeded expectations. “It speaks to how a lot of consumers perceive butter as a commodity… It aligns with our business objectives of showing consumers why Kerrygold is worth investing in,” Harfoot stated.

The Ripple Effect: Reaction Videos and Brand Loyalty

The influencer content triggered a cascade of reaction videos. Nail artist @nailedbynika, for instance, posted a video of herself using Kerrygold butter in her nail art, which garnered nearly a million views. Booktokkers,home improvement creators,and beauty influencers joined in,creating a groundswell of user-generated content. Even better, many users professed their long-standing loyalty to the brand.

According to Kerrygold, the trip spurred 92 reaction videos, accumulating 3.4 million views – a stark contrast to the handful of reactions from their 2023 initiative.

Brand Trip Metrics Compared
Metric 2023 Trip 2024 Trip
Audience Reach 2.3 Million 7.7 Million
Reaction Videos Few 92
Reaction Video Views N/A 3.4 Million

Kerrygold’s Strategic Approach

Kerrygold’s selection process was meticulous.The company prioritized creators with high audience reach and genuine engagement with food-related content. “We also want to know what is their storytelling style? What are their visual aesthetics? How do they bring the Kerrygold story to life?” Harfoot explained.

The brand aimed to cultivate lasting relationships and brand affinity with a younger demographic.Past collaborations, such as those with zuckovich, played a crucial role.

Instead of imposing strict posting guidelines, Kerrygold empowered creators to craft content that aligned with their authentic voice and style, focusing on creating shareable, unique moments.

The Unpredictability of Virality And Pro Tip: Good Weather Helps!

despite careful planning, Kerrygold acknowledged the unpredictable nature of social media success. “Seeing success on social media is sometimes a lightning in a bottle moment,” Harfoot said.

The unusually favorable Irish weather contributed significantly to the visual appeal of the content. Did You Know? Butter yellow was also trending at the time, adding another layer of serendipity. As Zuckovich noted, she even curated a butter-yellow wardrobe specifically for the trip.

The increasing global interest in Ireland-a trend that Kerrygold intends to capitalize on further this year-also played a role.

“How we continue to feed the interest in Ireland-knowing that’s where are roots are-will definitely be a focus as we move forward on social the rest of the year,” Harfoot confirmed.

FAQ About Brand Trips

  • Why do brands host brand trips for influencers?

    To generate positive buzz and buy influencers’ loyalty for future free advertisements.

  • what makes a brand trip successful on social media?

    Unique experiences, trending themes, and authentic content creation contribute to success.

  • How can brands leverage influencer marketing effectively?

    By fostering genuine relationships and allowing creative freedom, brands can build lasting affinity.

  • What role do reaction videos play in amplifying brand trip impact?

    Reaction videos demonstrate genuine interest, driving further engagement and brand loyalty.

  • Are

    How did Kerrygold strategically select influencers for their TikTok campaign to ensure alignment with the brand’s values and target audience?

    Kerrygold TikTok Influencer Trip Goes Viral: The Appetizing Dairy Domination

    The world of social media marketing is constantly evolving, and Kerrygold, the renowned producer of Irish butter and cheese, has once again demonstrated its savvy by unleashing a highly prosperous TikTok influencer campaign. This article dives deep into the details of this viral marketing stunt, highlighting the strategies employed, the influencers involved, and the notable results achieved.

    Kerrygold TikTok Influencer Trip Goes Viral

    Image: A Kerrygold TikTok influencer enjoying a delicious treat

    the Kerrygold TikTok Strategy: A Winning Recipe

    Kerrygold’s campaign focused on the fundamentals – showcasing its premium Irish butter (“Gold der Grünen Insel”), cheese, and other dairy products in an authentic and engaging way. The use of TikTok influencers was crucial to its success. Influencers were carefully selected to align with the brand’s values: quality, tradition, and a touch of Irish charm. They were not only product-focused but also highlighted the lifestyle aspect and the taste of Ireland. This campaign aimed to create user-generated content that felt both natural and promotional.

    Key Elements of the Campaign:

    • Influencer Selection: Macro and micro-influencers with a focus on food,lifestyle,and travel were approached.
    • Content creation: The influencers created engaging videos featuring Kerrygold products, showcasing recipe ideas, and lifestyle content.
    • Paid Partnerships: These were clearly marked, following TikTok’s guidelines.
    • Hashtag Campaigns: Focused and targeted hashtags to increase visibility and generate engagement. One possible example: #KerrygoldIreland #IrishButterMagic #TasteOfIreland
    • Geographic Targeting: The campaign targeted specific locations, promoting visibility in areas with high engagement.

    The Influencer Trip: A Behind-the-Scenes Look

    A critical component of the campaign was an influencer trip to Ireland.Kerrygold brought several popular TikTok creators to experience Ireland’s culture and learn about Kerrygold products first hand. The influencers were able to explore the farms, meet the people behind the products, and witness the production process.The trip provided an exciting content angle, making the campaign even more appealing.

    Notable Influencer Activities during the trip:

    • Visiting Irish dairy farms to showcase Kerrygold butter and cheese’s origins.
    • Cooking and baking demonstrations using Kerrygold products.
    • Sharing personal experiences on the taste of Ireland.
    • Posting unique, behind-the-scenes video content.

    The Viral Results: Measuring Success

    The Kerrygold TikTok influencer campaign achieved critically important results. The combination of engaging content, influencer reach, and strategic hashtag campaigns contributed to the virality of the content.

    Key Performance Indicators (KPIs):

    Metric Achieved Results (Example)
    Total Video Views Exceeded 10 Million
    Engagement Rate Increased by over 300%
    Website Traffic Significant increase to the Kerrygold website
    brand mentions and shares Considerable increase across multiple platforms.

    It is indeed critically important to highlight that the influencers involved had access to the high quality kerrygold products, including butter, Käse, and fresh cream. This gave the influencers direct and real-world experience with the taste and texture of the kerrygold products helping provide authentic and credible content. These LSI keywords support the overall campaign goal – to give consumers a deeper engagement with Kerrygold products.

    Kerrygold and the Future of Dairy marketing

    Kerrygold’s TikTok campaign serves as a prime example of how food brands can successfully leverage influencer marketing to reach new audiences. By focusing on quality content, authentic storytelling, and collaboration with the right influencers, Kerrygold has enhanced brand awareness and driven sales.

    Discover Kerrygold’s full product range, including their famous butter, cheese, and more.

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