The Challenge: YO! Sushi is all about fresh, flavoursome, authentic Japanese food. The public’s limited belief, however, was that YO! is just raw fish and sushi. To help them change this perception, YO! tasked us with engaging their community like never before.
An 18 month influencer marketing campaign and VIP ambassadorship program, targeting different YO Sushi customer archetypes across the UK and Ireland. Influencers were collaborated with based on how meticulous they are in their content creation, how closely their values align with the brand, how unwavering they are in the message they share, and their audience demographic. From vegans and fitness fanatics, to mummy bloggers and lifestyle influencers, we collaborated with those who's audiences reflect exactly who YO! were looking to target. We worked on multiple activations such as new restaurant concept YO! Kitchen, summer holidays campaign Kids Eat Free, and student-focused Blue Mondays.