biltong growth (THE BILTONG FACTORY)

Case Study

OVERVIEW

Worked with 10 influencers across fitness and food to promote biltong product range
Increased consideration within wider audiences
Grew brand awareness

WHAT WE DID

Here's a version in the same style and structure as your Salam Charity example:

A premium biltong brand had a challenge.

While they had strong kosher credentials, there was an opportunity to introduce the product to a wider audience and establish it as a go-to snack within the halal market too.

So instead of taking a broad influencer marketing approach, I focused on a highly specific audience.

Why?

The brand's halal and kosher certifications gave it a unique advantage, but awareness within Muslim communities was still relatively untapped. Rather than targeting large generic lifestyle creators, I centred the campaign around Muslim micro-influencers in the food and fitness space.

These creators already had trust, credibility and highly engaged audiences that aligned naturally with the product.

How did we do it?

Firstly, I segmented creators into two groups: 'triers' and 'veterans'.

'Triers' had never experienced biltong before, while 'veterans' were already familiar with the product category and likely had audiences interested in similar snacks.

This allowed us to be far more strategic with product distribution. Smaller sample packs were sent to triers to generate authentic first-time reactions, while larger packs were reserved for veterans, reducing waste and maximising budget efficiency.

But we didn't stop there.

Each influencer received products tailored to their content style and audience interests. Fitness creators received smaller dried snack packs that fitted naturally into their active lifestyles, making the content feel authentic rather than forced.

To measure performance, every influencer was assigned a unique discount code. This encouraged purchases from their followers while giving the brand clear visibility into which creators were driving sales.

What did we achieve?

The campaign successfully generated sales, increased brand awareness and introduced the brand to a completely new audience.

Most importantly, it helped reposition the product from being viewed primarily as a kosher snack to a versatile, premium option that resonated with halal consumers too.

By combining audience insight, strategic creator selection and personalised influencer experiences, we helped the brand expand beyond its traditional customer base and establish a strong foundation for future growth.