A look at Bibigo’s ‘Share Your Gyoza’ – the tasty campaign Europe devoured

The ‘Share Your Gyoza,’ campaign, created in partnership with Art of the Possible, aimed to leverage micro-influencers to integrate Bibigo gyoza into European culture through localized, authentic content. Running from April to July 2024, the campaign sought to establish Bibigo gyoza as a versatile, delicious addition to everyday meals, fostering both brand awareness and consumer connection.

Objectives

The primary goals for this campaign were:

• Increase brand visibility: Enhance Bibigo’s digital footprint and familiarity across European markets through micro-influencers.
• Drive engagement and sales: Turn influencer content into increased sales and traffic.
• Cultural integration: Position Bibigo as an easy, flavorful addition to European cuisine, blending East and West culinary traditions

Strategic approach

The campaign began with an in-depth analysis of consumer trends and local food preferences, utilizing tools like Google Trends, Brandwatch and SEO data to guide influencer selection. The aim was to find influencers whose culinary style and audience demographics aligned with Bibigo’s brand values — fun, unique and authentic.

By selecting micro-influencers who could seamlessly integrate Bibigo gyoza into their content, the campaign created a narrative of togetherness and delicious moments shared with friends and family, making gyoza an everyday staple in European kitchens.

Influencer engagement

Art of the Possible handpicked micro-influencers across Europe who shared a passion for culinary creativity. The selection process was personal, with outreach conducted in each influencer’s native language, fostering strong, collaborative relationships. Influencers were encouraged to experiment with Bibigo gyoza, blending them into their local dishes while maintaining their personal style.

Content creation

The influencers created a variety of posts showcasing Bibigo gyoza’s versatility in everyday meals:

Preparation Stories: Videos and images of influencers shopping for ingredients and preparing gyoza, accompanied by personal anecdotes.

Dinner Parties/Date Nights: Posts highlighting lively gatherings, with Bibigo gyoza as the star of the table.

Taste Reactions: Genuine reactions to the product, encouraging followers to create their own “gyoza moments.”

Each piece of content focused on the theme of togetherness, celebrating the joy of sharing meals and integrating Bibigo into Europe’s diverse culinary culture.

As content went live, Art of the Possible supported each post, engaging with influencers’ audiences and boosting the campaign’s reach. This approach turned the campaign into more than just product promotion — it became a celebration of shared values, good food and community.

Campaign Results

The campaign achieved impressive results, including:

• A 9% engagement rate, with some posts going viral.
• A direct increase in sales at participating stores across Europe.
• Bibigo gyoza was warmly embraced, becoming a staple in many European homes.

One standout moment was when a Bibigo-inspired "15-minute gyoza salad" recipe went viral, reaching over 1m plays within 24 hours, with views eventually surpassing 15m. The content trend was picked up by other macro influencers and brands, further boosting Bibigo’s visibility and sales.

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