About the brand
Kefiyo is a frozen yogurt and açaí café based in Leeds. With a single site and a genuinely exciting product, they came to JM Digital needing an influencer launch campaign that could cut through in a competitive food and hospitality market and put their opening on the map.
The challenge
Launching a new hospitality venue is one of the hardest influencer briefs to get right. The window for generating early momentum is short, the content needs to feel genuinely exciting rather than forced, and the creator roster needs to reflect the local audience you’re trying to reach. Kefiyo needed a launch campaign that drove footfall, generated authentic content, and built awareness across both Instagram and TikTok simultaneously.
What we did
JM Digital built and managed a gifted influencer programme for the Kefiyo launch, recruiting a roster of local food and lifestyle creators across both platforms. Every creator was selected for genuine audience relevance to the Leeds market, ensuring the campaign reached people who could actually visit rather than generating reach with no commercial intent behind it.
Creator visits were coordinated and managed end to end, with briefing focused on producing content that showcased the product experience authentically. The programme ran across Instagram reels, static posts, stories, and TikTok, creating a multi-format content library from a single gifted investment.
The results
The launch campaign generated seven-figure total views across Instagram and TikTok, with double-digit thousands of engagements and thousands of shares driving organic amplification well beyond the original creator posts. The CPM delivered across the campaign was well below standard paid media benchmarks, demonstrating the commercial efficiency of a well-executed gifted influencer strategy over paid alternatives.
Ready to grow your brand?
JM Digital works with hospitality and DTC brands across the UK on influencer marketing, gifted campaigns, and ecommerce growth. Get in touch to talk through your goals.
