Memphis Barbeque Supply is an all-encompassing barbeque supply store selling everything from dry rubs and sauces to spatulas and cleaning supplies. While they serve their local community with a brick-and-mortar store in Memphis, the team of experienced competition cooks was looking for a way to expand the reach of their online distribution. Their solution came in the form of a month-long influencer campaign with three of Fenix Down’s creators.

Already a fan of Twitch, Memphis Barbeque Supply’s owner reached out to Fenix Down inquiring about working with Venalis to promote their business. While they were familiar with Twitch, they had never previously worked with creators on the platform. With this in mind, our team at Fenix Down held preliminary meetings with them in order to gain insight as to what their goals were for the campaign.

Establishing Goals

We discussed their planned budget and discovered that their primary goal for the campaign was to increase brand awareness with a secondary goal of direct sales. With this in mind, we came up with a plan to provide creators with a personalized discount code so that we’d be able to track conversions following the conclusion of the campaign. In regards to the product itself, the brand suggested that the focus of the promotion would be primarily on pushing their “Father’s Day Gift Box.” Each box consisted of a dry rub and a pair of sauces, selling for around $30 each. As the campaign started in the latter half of May, the goals were to drive awareness of the brand and the gift box around promotional sales during Memorial Day and Father’s Day.

Aside from Venalis, Fenix Down suggested two other creators for the campaign that we felt would be a good fit, Darkness429 and FistofTheWalrus. Given the nature of being a non-endemic brand, we decided that a long-term campaign would be the best approach to promote the business. This would primarily consist of “always-on” advertising components integrated into the creator’s channels such as a click-through panel image below the stream as well as a recurring chatbot message. The panel image featured the brand logo prominently underneath the video player for the duration of the campaign while the chatbot regularly posted tracking links in the creator’s chat and encouraged their audiences to learn more about the product. In addition to the automated message, a chatbot command was included in each creator’s stream title for the duration of the campaign, enticing viewers to input the command into the chat to trigger the message on demand.

While the “always-on” components provided passive promotion for the campaign, creators were also contracted to verbally call attention to the brand thrice weekly. These came in the form of short, 3 – 5 minute integrations during their broadcasts. It was here that creators would share their experiences with the product and encourage their audiences to explore the site and purchase the “Father’s Day Gift Box” that the brand was promoting. 

Results

Following the conclusion of the campaign, the trio of creators generated over 92,000 viewer hours in 400 hours streamed across the three channels on Twitch. In addition, Darkness429’s YouTube livestreams generated over 109,000 hours watched on it’s own. Furthermore, the creators accounted for 64 purchases utilizing their individualized discount codes with an average order value of $50.

Overall, this was a successful campaign for the brand and our team at Fenix Down couldn’t be happier to have been a part of it. Following the success of the initial campaign, we partnered with Memphis Barbeque Supply again for another successful campaign for the 2024 Holiday Season.