National Pork Board & Costco
Brand attributed sales increase at Costco to The Motherhood’s influencer campaign
Seven years later, 1 million+ lifetime views on one participating influencer's blog post
Challenge: Timed for National Pork Month in October, the National Pork Board partnered with The Motherhood to promote sales of a variety of cuts of pork at Costco stores nationwide.
Solution: Every week for four weeks, a different team of bloggers was asked to purchase ingredients and specific cuts of pork from Costco, highlighting Costco’s weekly pork special. Each blogger used the materials from Costco to create a unique recipe and blog about both the recipe and the special deal.
Results: While the National Pork Board’s specific sales figures were proprietary, they reported that Costco saw a noticeable uptick in sales that month, which the brand attributed to coverage from The Motherhood’s bloggers. Collaborating with 60 social media influencers on blog coverage and a Twitter party, the program garnered 10.9 million total impressions, including 124 blog posts and nearly 4,000 social media posts.
Years after the campaign’s end, as a testament to the longevity of searchable blog content, one influencer reported that her post for this program was still one of the most-visited on her blog, with more than 1 million lifetime views.