Case Study: Veganuary Campaign Strategy for Natural Food & Snacks Brand
Brand: KoRo
KoRo is a Berlin-based food brand that I discovered early in 2025. Since then, they've become one of the many brands I follow on social media. After studying the brand voice and style, I developed a multi-campaign strategy to help the brand engage new audiences during Veganuary and position itself as a trusted partner in people's plant-based transitions.
My goal was to build possible ideas that could turn a seasonal moment into sustained engagement, educate people new to veganism, and build loyalty. This strategy works across social media while driving authentic engagement without a pre-existing engaged audience.
My Strategic Approach
Campaign 1: Vegan Starter Kit Giveaway
A 4-week social media giveaway designed to lower the barrier to entry:
- •Curated starter kits with snacks, cooking essentials, and recipes
- •User-generated content mechanism: participants shared their vegan transition stories with a branded hashtag
- •Weekly winner selection based on authenticity, creativity, and engagement, ensuring diverse representation
- •Built momentum through weekly storytelling and early adopter showcasing
Campaign 2: 31 Recipes Daily Series
A comprehensive content series that positions the brand as essential to the vegan journey:
- •Daily recipe posts (stories, reels, carousels) featuring brand products with educational content on nutritional benefits
- •4 micro-influencer partnerships creating authentic content and hosting Instagram Lives, sharing their veganuary journeys
- •Community engagement through voting on recipe ideas, engagement prompts, and UGC challenges
- •Downloadable ebook of all 31 recipes as a post-campaign asset to extend value
This case study showcases:
Seasonal marketing expertise - How to leverage moments like Veganuary strategically and authentically
Multi-channel orchestration - Combining paid (giveaway), organic (recipes), and influencer tactics cohesively
Community-first approach - Building loyalty through education and authentic stories, not hard selling
Execution planning - Timeline, selection criteria, and measurement built into the strategy from day one
Content scalability - 31 recipes + influencer content + UGC means consistent, diverse content without overburdening resources