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 mom and food 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 mom 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.