Yoplait streams DIY craft series with Instagram influencers

Brief:

Oui by Yoplait is running a weekly video series on Instagram's IGTV to show how the yogurt brand's new glass packaging can be used for crafts. The "Oui Heritage Workshop" is a four-part series to promote the release of Yoplait's limited-edition "heritage collection" of glass pots that come in three designs, the General Mills brand of French-style yogurt announced.
To celebrate Bastille Day on July 14, interior designer Bobby Berk from Netflix's "Queer Eye" will post a video at his @Bobby account on Instagram that shows how to make hanging planters with Yoplait's French-style glass pots. The premiere will be followed every Wednesday with shows hosted by influencers Bri Emory of Design Love Fest, Kate Arends of Wit & Delight and Elise Larson and Emma Chapman of A Beautiful Mess.
Each influencer will host the episode from their respective IGTV channel, while Oui by Yoplait also will run the videos at its @OuiByYoplait account from July 14 to Aug. 4, per its announcement.

Insight:

Yoplait's video series for its limited edition of French-style packaging can reach consumers who are staying home more often during the coronavirus pandemic, inspiring many to take on DIY projects to redecorate their living spaces. By enlisting influencers in the campaign, Yoplait can extend the reach of its campaign among their followers and engage Instagram users who use the app to stay in touch with the outside world.

The campaign comes as brands were forecast to increase their spending on influencer campaigns 49% to $9.7 billion in 2020 from last year, per a report by Influencer Marketing Hub. The pandemic likely has dampened some of that spending — especially for influencers in the travel and hospitality industry — but influencer marketing has strong long-term prospects as consumers spend more time on social media. Influencer campaigns can help to cut through ad clutter by engaging people who have opted in to follow entertainers, celebrities or trusted thought leaders.

Yoplait's DIY series follows similar efforts by brands looking to connect with homebound consumers who are either doing more crafts or cooking more of their own meals. Home goods brand Rubbermaid this week sponsored a cooking class on Instagram Live starring author Katherine Schwarzenegger, who demonstrated how to make food with everyday ingredients. Spice maker McCormick in May hosted a virtual taco-making party with actress Drew Barrymore on Instagram Live, while fast casual chain Shake Shack started streaming a cooking show on social media to show to make its menu items at home.

General Mills is among the packaged foods companies expanding their presence in digital media with recent campaigns. Kraft Heinz this week released its first podcast series to highlight its various brands, including those that may be obscure to U.S. consumers. The "Table Stakes" podcast is hosted by author and New York Times travel writer Peter Kujawinski. Pringles, the snack brand marketed by Kellogg, this month ran spots on social media and video network Tastemade to promote its Wendy's Baconator flavor.