BUBS Launch in Latvia
From the first taste to interest that turns into purchase. We turned BUBS’ launch in Latvia into a story where influencer interest continued to grow even after the first wave of the campaign.
How do you make a new confectionery brand stand out in a market where it is still unknown? We built BUBS’ launch in Latvia around two interconnected influencer campaign phases, creating interest in the colourful, playful and popular Swedish sweets.
In the first phase, we partnered with paid influencers who created video content about BUBS, conducted taste tests, attended the brand’s promotional event and engaged their audiences in discovering the new product. The goal was to introduce BUBS to Latvian audiences and generate interest in a brand that had not previously been available in the Latvian market. But the campaign story did not end there. During the first phase, genuine audience interest in BUBS began to emerge organically in the influencers’ content and comments, along with excitement that the brand was finally available in Latvia. We used this interest as the foundation for the second phase - before Halloween, we sent BUBS gift packages to several content creators, including those who had already expressed interest in the brand.
In this way, paid influencer communication naturally evolved into a seeding activity, allowing the brand to continue the conversation with content creators who had already developed an interest in BUBS. As a result, Latvian audiences were introduced to BUBS both through planned campaign communication and through authentic content creator interest and personal experience. The campaign results demonstrated that interest in BUBS went beyond social media - sales results also showed that the new brand had found its audience in the Latvian market.
Our responsibilities: end-to-end influencer project management - from content creator selection and communication to campaign coordination and execution.