To help launch The Family Project - a charitable initiative designed to help support the mental and physical wellbeing of families through an inspirational and clinically supported daily family project - The Influencers Agency was engaged to manage the influencer & Ambassador strategy.
The Influencers Agency developed a strategy to highlight the essence of family and encourage families to join in at home, by downloading the activities and by engaging with the content created by the content creators. The overall concept was also designed to drive brand awareness and traffic to the website.
The influencers & ambassadors engaged on the campaign included high profile people like Erin Molan as well as parenting influencers, and lifestyle influencers who authentically could speak to their parenting experience. A diverse range of ethnic backgrounds and locations were selected, to ensure a broad audience. All influencers were vetted to ensure high Australian audience, high engagement rate, positive brand sentiment, and quality of content that was on brand with The Family Project.
Each influencer was tasked with creating a unique activity related to their niche (cooking, craft, sports etc) and then create video content to share with their audience showcasing the activity with a call to action for their followers to get involved with activities such as these through The Family Project.
Goals:
- To create awareness of The Family Project initiative.
- Create unique engaging content using content experts and celebrities.
- Drive new followers to the Instagram page and website traffic
Approach:
- Channel: Instagram
- Influencers: 21 Australian influencers were booked for this campaign.
- Micro vs Macro: 14x Micro-influencers, 7x Macro-influencers a total of 21 Influencers
Content
- 1 x instagram in feed video
- 3 x instagram stories with link
Results:
- Total Likes: 22,319
- Total Reach: 433,315
- Total Engagement: 23,400
- Content created: 181 pieces of unique content (21 posts, 63 stories and 97 additional images/videos)
Some of the content created:
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