So, how could we mitigate, in just 3 months, the significant drop in sales this would entail?

Solution

We created a 3-stage content strategy:

1. We sought out the most effective influencers in our community—women with the largest circle of influence—to share the new information. We identified them using listening tools, engagement metrics, and Facebook. They started by sharing their recipes and tips, and we invited them to do live broadcasts for their new fans. We named them: Del Prado Cooks.

    

2. To test their affinity, we asked them to create a WhatsApp group and add Del Prado to it, establishing a new communication channel with the community.

    

    

3. Our final step was to confirm the effectiveness in sales. We created the recipe book: Del Prado Cooks, featuring the recipes seen on Facebook, now in print. Customers received it with the purchase of products from the brand in its now exclusive packaged goods section.

At each stage, our influencers shared the message about the new way customers could get the products going forward at Walmart.

Results
In three months, the content from the Del Prado Cooks generated 1,671,456 impressions, reaching 2,022,890 women and obtaining 18,675 engagements.

The WhatsApp groups allowed us to reach 15,874 people in total.

Facebook Live views reached an average of 1,345 simultaneous views per video.

At Walmart, one month after achieving 100% penetration in packaged products, we did not lose sales volume.