Channel 7 is a major Australian commercial free-to-air television network, best known for its entertainment, news and sports programs. This campaign was to promote the new series ‘Plate of Origin’ coming to Channel 7 - the World Cup of Cooking! Plate of Origin captures Australia’s multicultural spirit through food that is aspirational yet inspires viewers to replicate at home. The focus of this campaign was to create hype before the series launch.
This campaign had influencers find and cook a recipe based on one of the 10 cuisines that the teams represent on the show: Cameroonian, Chinese, French, Greek, Italian, Indian, Lebanese, Venezuelan and Vietnamese. It was vital to showcase ethnic diversity in both the influencers selected and the dishes they created.
- Introduce and launch a brand new show to the market – Plate of Origin.
- Ensure the Australian market feels engaged by the multicultural spirit of the show.
- Channel: Instagram
- Influencers: 9 Australian Influencers booked across food, family and lifestyle categories.
- Micro vs Macro: 7 micro influencers were booked and 2 macro influencers were booked.
- Content: 1 x in-feed post and 1 x IGTV, and 3 x instagram story frames per influencer with a swipe up link to the series.
- Captions all featured #PlateOfOriginAU #channel7 #cookingshow @PlateofOriginAU and @Channel7.
- The influencers created video cooking tutorials, instagram in feed still images of their final creations and instagram stories
of their cooking in action.
- The captions were extremely diverse, reflecting the diversity of the cooking. It truly encapsulated the multicultural
spirit of Australia.
- All the influencers included a swipe up link to the series in their stories.
- Channel 7 used their official instagram account (114k followers) to organically reshare and repost some of the content.
- Total Impressions: 44,986
- Total Likes: 15,100
- Total Engagement: 16,525
- Total Instagram followers targeted: 568,800
- The #PlateofOrigin campaign was rooted in participation marketing and inspired the influencer’s audience to participate
in cooking multicultural dishes and watch the Plate of Origin show.
- The influencer’s captions showcased how the recipes were actually favourite family recipes handed down. This personal touch increased the authenticity of the campaign and encouraged their followers to engage with the content in a meaningful way.
- The campaign saw great engagement and brand sentiment, with consumers commenting on their eagerness to watch the show
when it aired, and the recipes they hoped to see on air.
Some of the content created:
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