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Behind The Scenes: Bringing The Heat To Influencers

By: Rachael Seda

If you haven’t heard of the insanely delicious condiment that has recently taken the world by storm then it may be time to crawl out from the rock you’ve been living under! Chili crisp is said to be the best thing since sriracha… but how do you get consumers to pick you up off the shelf when they don’t know how to use it in their everyday cooking?

You help them discover chili crisp by seeing it in action.

This is why Mr. Bing Chili Crisp asked Mix+Shine to help them infiltrate the world of online recipe and lifestyle creators to introduce their product and show exactly how versatile this topping is, with its umami flavor, just-enough heat and signature crunch.

So, what exactly is Mr. Bing Chili Crisp? It’s a mouthwatering amalgamation of oil, spices, garlic, and peppers, originating in Beijing street food! This product delivers the perfect dose of spice to our American tastebuds. Sounds amazing right? That’s why we knew we had to expand their brand awareness to the public.

To achieve this, Mix+Shine developed a personalized influencer list suitable for the target regional markets and audience pool specified by the Mr. Bing team.

We chose to contact nano and micro-influencer as they are more likely to take on partnerships that will help them gain profile exposure and grow their account. By establishing this framework and regularly connecting with the client to address their needs and preferences, we were able to come out of the gate full swing with influencer outreach.

Influencers received shipments and discovered new ways to experience Mr. Bing with meals they were already creating, which included:

  • Eggs
  • Sandwiches
  • Shrimp skewers
  • Avocado toast
  • & so much more!

With every influencer post, we had the opportunity to share beautiful glazes, tantalizing toppings and ultimately, exactly how easy it was to add Mr. Bing Chili Crisp to any meal to make it that much more unforgettable.

In an online territory so unfamiliar with what chili crisp is and how to use it, the influencers chosen did an incredible job of demonstrating to their audiences the many ways that this condiment can be used to bring the heat to any meal. It left many in the comments curious and excited to try it for themselves.

 

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A post shared by Evan Martin (@theflavors)

Evan Martin, a Chef and FoodNetwork competitor, was among our list of curated Content Creators who shared a similar audience with Mr. Bing. When we initially reached out to Evan, he had 10K followers and a 17.36% engagement rate. This engagement rate, plus the fact that he’s a chef, makes his impact greater than influencers with a higher follower account.

 

View this post on Instagram

 

A post shared by Erica 🌸 (@irksiez)

Erica Wang, a Lifestyle Content Creator, shared her newfound love for Mr. Bing by creating a Reel that incorporated the product into her daily routine. This style of video is extremely popular across short-form video apps like Instagram and TikTok.

Jesslyn Gabriella, a Lifestyle/Travel/Food Content Creator, had 19K followers with a 1.45%% engagement rate, and a popular vlog-style Reel to incorporate Mr. Bing into an easy jian bing (Chinese crepes) recipe.

For more information on how you can work with Mix+Shine to expand your product reach across a tailored list of Content Creators and their audiences, please contact us HERE.

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