Butcher Box Big Game Bundle Influencer Marketing Campaign

Client Overview

Butcher Box is a direct to consumer subscription service that delivers extremely high-quality meats directly to your doorstep. Butcher Box invests heavily across almost all marketing and advertising channels. They particularly have strong investments in the affiliate, influencer, and podcasting channels working with major players like Joe Rogan, Morning Brew & Colin Cowherd. Butcher Box engaged with Today’s Business in the latter half of 2020 to help them explore new affiliate content partnerships.

The “Crux”

The Butcher Box team has most of their promotions for the year prepared well in advance. For their Super Bowl promotion they came up with the “Big Game Bundle” promotion which included free ribs, pulled pork, and bacon for all new Butcher Box customers. This promo was designed to be the perfect solution for a delicious and convenient Super Bowl Sunday meal.

However, leading up to the Super Bowl, the Butcher Box team needed a way to create more buzz around their “Big Game Bundle” promotion and wanted to tap into new audiences. With the game approaching quickly, Butcher Box needed a team that could find new influencers and get them activated quickly. Knowing that Today’s Business is both very agile and incredibly well connected in the influencer marketing space, particularly with NFL athletes, Butcher Box knew that the Today’s Business team would be the perfect solution.

The Strategy

Once the contract was executed between Butcher Box and Today’s Business for this campaign, the TB team moved very fast creating campaign briefs and recruiting influencers. The main strategy for this campaign was to find influencers within our direct network who create outstanding content, have an engaged audience that aligns with the Butcher Box target market, and who could move quickly. Because Today’s Business is experienced with these types of campaigns we were able to quickly find and contract the influencers who we knew would be a good fit for this campaign.

The Results

In total, Today’s Business sourced over 50 influencers to promote this campaign generating over 125 Instagram posts & story segments plus a podcast feature. The total reach of the campaign was around 2.25 million. Better yet, this was all turned around in under 2 weeks and included top tier athletes (i.e Ian Happ & Chris Hogan), celebrities (i.e Carissa Culiner & Victoria Arlen), micro influencers (Elise Tate, John Shackleton), and even video producers.