There’s no such thing as a universal “perfect” influencer, but it is possible to find the right influencer for your brand. Influencers who align with your brand’s mission, messaging, aesthetic, and the like will ultimately generate the most returns.
This is exactly why we love Beef. It’s What’s For Dinner’s collaboration with Stephanie, or @girlversusdough.
Beef. It’s What’s For Dinner is a brand that promotes the purchase, preparation, and enjoyment of all things beef. At the same time, its family farmers, ranchers, and cattlemen are passionate about the humane treatment of farm animals and protecting the environment beyond what is required by the government. The brand consistently tries to set higher quality and safety standards through the stewardship of natural resources and the implementation of good husbandry practices.
The main goal for Beef. It’s What’s For Dinner wasn’t to drive sales. Instead, it wanted to educate consumers about its purpose and mission while bringing awareness to the various cuts of beef and the numerous ways to cook it. With this unique goal in mind, the brand recruited influencers who could come up with a creative beef dish and execute it perfectly.
“When I am able to create something that is not only on-brand for me and my client, but also successful for both parties, I consider that the ultimate win.”
— Stephanie (@girlversusdough)
That’s when the brand found Stephanie, a news reporter turned self-taught baker. Stephanie’s Instagram and blog typically feature in-depth recipes for delicious baked goods like bread and cookies as well as more savory food like mac and cheese and meatballs. For her collaboration with Beef. It’s What’s For Dinner, she shared her recipe for a show-stopping beef wellington!
What made their collaboration a success?
- The brand gave the influencer enough creative freedom. There’s a difference between giving influencers helpful guidance and bombarding them with complicated directions. Beef. It’s What’s For Dinner allowed Stephanie to use her own discretion and come up with her own beef dish. Clearly, she was able to impress everyone with her delicious beef wellington recipe!
- The content is very high-quality. Food content is naturally engaging, but Stephanie’s content is even more powerful because the image is in high-resolution and has great lighting. The language she uses in her blog post and in her Instagram caption also adds to the detail -- you can almost taste the food just by her descriptions!
- The content compliments the seasons. Stephanie’s crowd pleasing recipe went up around the holidays, a time when people gather over food with their loved ones. She adds, “We eat beef regularly, and in fact serve it often for holidays in our family, so the collaboration was natural.” Her partnership with the brand provided her audience with new ideas for shareable holiday party dishes, and the brand was able to repurpose it on their own feed!