Case Study

ROYCO Tweetfluencers Campaign

Client: Unilever
Brand: Royco Kenya

Duration

3 months

objective

Launch and create mass awareness for the new Royco Herbs & Spices range, leveraging influencer-driven, culturally resonant conversations

Out Approach
  • Strategic Influencer Recruitment
     Mid and macro-influencers aligned with food, lifestyle, and humor audiences.
  • Meme Culture Activation
     Fused humor, memes, and relatable narratives to ignite organic sharing.
  • Emotional Storytelling
     Pushed the “Cook for Your Girlfriend” theme — resonating strongly with male audiences.
  • Cross-Platform Amplification
     Synchronized Twitter buzz with Instagram and TikTok content.
Key Results
  • 3.2M+ Impressions 
  • 625+ Mentions
  • 435 Unique Authors
  • CTR: +28% vs. Industry Average
  • Sentiment Score: 94% Positive
  • Gender Split: 72% Male
Highlights
  • Top Hashtag: #SpicikaNaRoyco trended organically.
  • Highest Performing Content: Meme-based storytelling + FOMO content.
  • Emotional Hook: Positioned Royco spices within cultural moments, not just meals.
Strategic Insights
  • Memes drive movement: Humor amplified reach organically.
  • Emotional connections matter: Gender-themed storytelling boosted affinity.
  • Heritage Brand Trust: Royco’s legacy was critical in building instant credibility.
What This Proves

The right influencer strategy + the right cultural insight = exponential organic reach and deep consumer connection.