Super Rugby 2017: Influencer Campaign

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With the Super Rugby kicking off in April, we teamed up on a campaign to build hype around what has turned out to be a very hype-worthy season.

It was all about getting fans pumped to watch their team play and to create some noise around the games: not just the rugby, but the wider occasion, too. Super Rugby connected with six Social Club rugby aficionados who posted some awesome content in support of their favourite teams.

Across Instagram posts + stories & Facebook posts, Social Club influencers achieved a 29.6% engagement rate, including 19.5k likes and 230 comments. Even Waisake Naholo could chant about that!

OVERVIEW

6

Influencers

710200

Reach

210000

Engagements

OBJECTIVES & APPROACH

With the challenge of generating a high level engagement and to encourage fans to attend the games, authenticity was key in connecting with all those rugby fanatic followers.

Keeping the content as organic as they could, influencers personalised their message, capturing moments of them supporting their favourite teams. This authentic approach proved to resonate well with their followers across the board.

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SUMMARY

We credit the success of this campaign to the creative, authentic content that The Social Club influencers made for the campaign. The stats really speak for themselves and the collaborations were met with an awesome response from all audiences.

Influencers, keep your eyes peeled on the platform for the sporting competition and team opportunities that we have coming up!

Coca-Cola Summer Campaign

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@CocaColaNZ

To promote the Summer Coke Classic cans, Coca-Cola NZ connected with 4 fun-loving and adventurous fans. They captured their #SummerClassic spirit with pictures of their favourite summer moments. Overall it was a hugely successful campaign with a whopping 15% engagement rate.

OVERVIEW

4

Influencers

14

Influencer Posts

374000

Impressions

66300

Engagement

OBJECTIVES & APPROACH

The campaign was all about generating excitement for the new, limited-edition Coca-Cola can and remind fans that Coke is a #SummerClassic. To power this campaign, 4 adventurous Influencers shared their personal #SummerClassic moments with their Instagram followers alongside links to Coca-Cola NZ’s Instagram account in the captions of their images.

Fans loved the Influencers’ fun summer moments, and related to the message of enjoying a nice day outside and celebrating at the end with a cold can of soda. With their eye-catching content celebrating living life and having fun, the Influencers generated a 15% engagement rate.

Check out some of their content below!

Lake days in Wanaka! @cocacolanz #workingwithcoke #summerclassic

A post shared by Nick Rapley (@nickrapley) on

Jump into the week with @cocacolanz #summerclassic #workingwithcoke"

A post shared by Nick Rapley (@nickrapley) on

Cooling off today with an icy-cold Coke and a swim. Nothing better. #Summerclassic #workingwithcoke @cocacolanz

A post shared by Lucy Elliott (@lemonelliott) on

Bridge jumps and river hangs with @cocacolanz #summerclassic #workingwithcoke

A post shared by Nick Rapley (@nickrapley) on

SUMMARY

The campaign generated plenty of interest for Coca-Cola NZ. Followers couldn’t wait to enjoy a cold drink of Coke.

The content liked best were images that showed Coke as an integral part of a summer adventure, as fans engaged most with experiences like a cool motorcycle ride or doing a backflip off a dock.

Judging from this campaign, Coke will continue to be a #SummerClassic enjoyed by all!

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M&M’s Crispy Mint Campaign

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@mmsnz

The promote their new, limited-edition Crispy Mint flavour, M&M’s connected with 14 pumped up fans from a wide variety of content types. The Influencers showed their excitement for the new flavour by sharing images of all of the ways they enjoy a bag of M&M’s. Overall it was a hugely successful campaign with unreal content created and an overall engagement rate of 12.6%.

OVERVIEW

14

Influencers

29

Influencer Posts

679282

Impressions

86280

Engagement

OBJECTIVES & APPROACH

The goal of this campaign was to generate excitement arounf M&M’s new crispy mint flavour – by keeping it fun, real & creative. Influencers shared images of their own favourite ways to enjoy M&M’s, with almost total creative freedom. To help people interact with their favourite treat online, our Influencers provided links to the M&M’s NZ Instagram account.

Fans loved the eye-catching content showing so many ways to enjoy the sweet treat, and they expressed nearly endless excitement about the new flavour.

Check out some of their content below!

Eat your greens 🌱 @mmsnz At m&m retailers from the 13th of February #crispymintnz #collab

A post shared by 👊🏼 Jess Quinn (@jessicaemilyquinn) on

SUMMARY

This campaign generated heaps of excitement about the new crispy mint flavour, bags of M&M’s flew off the shelves after it launched.

The sentiment was positive, fans loved the shared recipes and were inspired to try out their own versions. Fans also related to the athletes in the campaign, they loved to see that their favorite athletes enjoy a sweet treat just like they do!

In the end, the true highlight of the campaign was seeing everyone’s childlike excitement about a new flavour of chocolate…because who doesn’t love chocolate?!

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Angela Daniel Campaign

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@Angeladanieljewellery

We connected with five of our socialites to showcase Angela Daniels stunning sterling silver collection through Instagram. Our lucky Influencers had the pleasure of choosing several pieces of jewellery that were personally sent out to them by Angela Daniel herself… Our goal here was to inspire the viewers with our influencers photographing their favourite pieces in the midst of the Christmas buzz! In turn creating some awareness and direction to purchase!

 

OVERVIEW

8

Influencer Posts

81200

Impressions

7500

Engagement

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OBJECTIVES & APPROACH

To boost the campaign forward Megan Hutchinson (I Said Yes) ran a giveaway through both her Instagram and Facebook- To win the prize the viewers were encouraged to share, comment, like and follow the Angela Daniel social media accounts, which helped growth and traction for the campaign.

We had an outstanding result from Mary Outram gaining a 71.3% engagement rate through the back up of her Instagram Story which was live for 24 hours.

Check out some of their snaps below…

On the first day of Christmas my true love gave to me…

Exquisite earrings for one lucky bride-to-be ?
Thanks to Angela Daniel Jewellery! ?
Like this post, follow @angeladanieljewellery and @shesaidyes, tag a friend and tell me which colour to send you in time for Christmas! NZ only xo

-Megan Hutchison, (She said yes)

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SUMMARY

Looking at the Influencers Instagram activity over the Summer I’m not surprised to see that almost every post since they have continued to wear and show off the jewellery! Some really organic advertisement there…

Not surprised with such a collab! Jealous

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Exotic Foods Campaign

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@ExFoodNZ

Exotic Foods set out to launch their new range of dipping sauces and marinades with a burst of flavour. We sent out Exotic Food products to nine of our most influential mums and foodies so they could get right into it and create their own dishes and recipes with their own personal twist.

OVERVIEW

8

Influencer Posts

167596

Impressions

1907

Engagement

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OBJECTIVES & APPROACH

Everyone loves a good food gram!

Our goal was to create a buzz on Instagram and inspire viewers to try out their own recipes, in turn creating brand awareness for Exotic Foods.

We had our domestic goddesses in their kitchens cooking up a storm and plating up some beautiful dishes for the viewers to drool over. The engagement from viewers was encouraging, with everyone wanting to know the recipe details for their own dinner that night. Success!

Check out some of their creations below…

“Was craving a good old Pad Thai tonight, I had never made one before and always had in my head it would be a lot harder than it was, in reality it was super simple and tasted even better than a shop brought one plus I knew exactly what I was putting into it which is a definite bonus. I cheated a bit with @exfoodnz Pad Thai sauce- but this made it far quicker and was super tasty.
Such yummy fresh flavours can tell this will be my go to when I feel like a takeaway style dish! #exoticfood

-Simone Anderson

Kicking back yesterday picnic style with @exfoodnz springers!! Summer dining is ??

A photo posted by SHELLEY (@theurbanhunter_) on

Stomach = very thankful for fresh spring rolls dipped in the sauciest of sauces @exfoodnz

A photo posted by Shivana Nicole Pemberton (@shivananicole) on

Was given this today – and gave it a test run on fresh green beans with dinner… really nice kick !!

A photo posted by Food And Adventure (@bri.dimattina) on

SUMMARY

Thank you to all our influencers for sharing your creations!

We can tell our influencers had loads of fun and enjoyed showing off their culinary skills and of course eating it afterwards…

 

Master Chef AU Campaign

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@tvone @mastercheftv1

MasterChef AU launched on TVONENZ, allowing kiwi’s to soak up some up the cooking drama!

MasterChef Australia is regarded as the best cooking tv reality show out there and has real heart and authenticity. So we set out to find our best foodies, reality TV pros, and artists to create engaging content to keep up with those Aussies and generate excitement about MasterChef Australia!

OVERVIEW

22

Influencer posts

154113

Impressions

53325

Engagements

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OBJECTIVES & APPROACH

The Social Club Influencers promoted MasterChef AU across 6 weeks.The objectives were the following;

• Creating awareness of the show

• Directing viewers to tune in

• Directing viewers to catch up OnDemand

By engaging 7 influencers within the target market, we created awareness and generated viewership on Instagram….

SUMMARY

Influencers who were a perfect fit for Master Chef AU showcased their favourite recipes and inspiration from the show, from left overs in the fridge to Nigella’s famous brownie recipe. This activity influenced their communities to replicate influencer posts, followers began posting their own recipes which helped to continue the awareness and engagement with Masterchef AU.

Those Aussies know their way around a kitchen, we are definitely inspired!

One Square Meal Campaign

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#OSM

With this time poor generation who doesn’t love a delicious One Square Meal on the go?

To help OSM gain some early brand awareness & engagement through Instagram and Facebook, we engaged with fourteen Social Club influencers to promote their product, new packaging & latest monthly subscription service.

OVERVIEW

18

Influencer posts

526200

Impressions

7300

Engagements

OBJECTIVES & APPROACH

Our fitpsos, active life-stylers and passionate One Square Meal consumers told us how they get more out of their day, achieve the impossible and get out of sticky situations with OSM, whilst encouraging viewers to enter the competition for the chance to win a One Square Meal ultimate prize pack.

We were not surprised that OSM received an enormous response to the competition and subscriptions! Lots of laughs and once again, beautiful content produced by all influencers involved.

Check out some of the snaps below:

Ada Campaign

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@adahealth

The Social Club and Ada Health engaged with six influencers nationwide to promote the virtual health care app…

“Meet ada, a virtual health companion available on the go. Designed by a dedicated team of doctors and computer scientists, ada gives you the best symptom assessment available. Building up a detailed picture of your health over time, ada provides you with an accurate understanding of what is going on and helps you decide on next steps to take.”

Ada was looking to engage social content creators in the health/fitness/parenting/millenial space on social channels to promote their new virtual health service. Using the tag @adahealth. The goal was to generate awareness and drive downloads of the app!

OVERVIEW

6

Influencer Posts

54913

Impressions

2267

Engagement

7.10

Conversion Rate

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OBJECTIVES & APPROACH

For the campaign we got our Influencers right into it, each of them downloading the app so they could experiment and learn about the features… getting curious about how many sick days that sniffle was going to set them back…

Have a look yourself – https://itunes.apple.com/app/ada/id1099986434&#39

The influencers found the app helped them bring clarity to a health concern for either them or a family member at some point… This was fantastic as it helped them create some organic/real-time stories for their posts!

“I went to bed on Saturday night with a light headache, blocked nose, sore eyes and a sore throat, not sure what was going on… I opened the new @adahealth app, tapped on the symptoms bar and BOOM, instant assessment done on what could potentially be wrong with me. Ideal for when you are experiencing symptoms and not sure what to make of it! Download the app in the @adahealth bio to give it a go”

– Irene Van Dyk

Русский текст ниже.Are you guilty like me, Googling your symptoms when you are unwell to just come across hundreds of confusing pieces of advice? I have been waiting for an app that would replace the good old Dr Google! It looks like this might just be it. @Adahealth is a symptoms assessment tool that is created and run by DOCTORS, so you can definitely trust it and, it’s a lot faster than booking an appointment. To me this is science meeting technology meeting everyday life. Wouldn’t it just be great to have your own virtual health service on hand? Definitely check the app out guys, I’ve put the link into my bio//Кто еще, как и я, всегда первым делом гуглит симптомы, когда заболевает (я так себе в прошлом году еще до врача воспаление носовой пазухи диагностировала)?Гуглит и потом, когда видит миллион разных диагнозов от случайных людей, жалеет, что затеял это дело. Я все думала, когда появится приложение, которое заменит “доктора” Гугла, оказалось, работа в этом направлении ведется. Прочитала про @Adahealth (я ссылку на него в профиль поставила), бесплатное приложение, которое создано и ведется ДОКТОРАМИ (в отличие от Гугла, очень важно) – пример, как наука встречается с технологией, а потом с обычной жизнью. Хорошо бы так всегда иметь доктора под рукой!

A photo posted by Anastasia (@babylexiblog) on

SUMMARY

Thank you to all our influencers for sharing your heartfelt stories!

The creative authenticity of the posts helped viewers resonate with the content, which drove engagement and in turn a great result with App downloads and awareness for Ada.

 

 

Love Kiwi Campaign

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#lovekiwi

In Partnership with Motion Sickness we engaged twelve Social Club influencers with a follower base of healthy humans to spread the word about love kiwi. “NZ growers are single-focused, passionate, professional and dedicated to sustainable practices. That’s why NZ produces the best kiwifruit in the world.” — Dennis Robinson, NZ

New Zealand Kiwifruit are always green and gold on the inside. Green kiwis have a tangier, more tart flavour, while Gold kiwis are more mellow and tropical in taste. Which one do you prefer?

We asked our influencers to create their own pieces of content showcasing their fav and how they like to eat theirs to share to their loyal following…

OVERVIEW

16

Influencer posts

1591283

Impressions

103951

Engagements

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OBJECTIVES & APPROACH

Motion sickness created beautiful content with tier one influencers who shared their story on why and how they enjoy kiwi fruit. Influencer collaborations were well aligned well with bloggers really enjoying creating the videos allowing content to be integrated organically to their followers on Instagram.

Tier two influencers saw influencers creating Ice blocks, cocktails, smoothies and other recipes which resonated with them. Sneer Roy went above and beyond the brief and created a how to video on creating her favourite cardamom and honey infused kiwifruit lassi. See all organically shared content on the following slides along with impressive campaign stats.

We teamed up with some of the raddest Foodie & Photography Instagram accounts in Australia to bring Love Kiwi alive on Instagram.

TSC influencers were incredibly excited to collaborate with such delicious nutritious fruit! Check out some of the snaps they produced below:

SUMMARY

Influencers who were a perfect fit for Love Kiwi showcased their favourite way to enjoy kiwifruit, from smoothies or breakfast companions. This activity influenced their communities to replicate influencer posts, followers began posting their own recipes and photos of themselves trying kiwifruit which helped to continue the growth of Kiwifruit consumption in Australia. We saw extremely positive numbers from the campaign: with a campaign-wide engagement rate of 6.5%, which is far above the average rate of 3%.

Us Kiwis are inspiring our friends over the ditch!

Covet Launch Campaign

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#treatyourselfwell

Sharing the the news of the launch of Covet Nut Milk!

Influencers created their own pieces of content showcasing the nut milk. Each influencer picked their favourite flavour and concept to share to their loyal followers…

OVERVIEW

19

Influencer posts

654753

Impressions

47846

Engagements

1475

Instagram Account Growth

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OBJECTIVES & APPROACH

Social Club Influencers collaborated with Covet through in three ways:

  • Running Instagram competitions
  • Creating unique & tasty recipes
  • Showing us how Covet worked into their day-to-day

Influencers generally showcased their favourite way to enjoy the new nut milk, as part of a wider recipe or straight from the bottle. This activity influenced their communities to replicate influencer posts, as followers began posting their own recipes and photos of themselves with Covet, which helped to continue the growth & engagement of Covet’s Instagram account. We saw extremely positive numbers from the campaign: with a campaign-wide engagement rate of 7.3%, (far above the average rate of 3%).

Covet teamed up with some of the raddest Foodie & Fitspo Instagram accounts in NZ to bring their new Nut Milk range alive on social.

The influencers were incredibly excited to collaborate with such awesome products! Check out some of the snaps they produced below:

SUMMARY

Overall, a seriously fun campaign that achieved great national reach and engagement. The influencers had a blast, and obviously there was no complaining when getting hooked up with a bunch of new, delicious products to try out & share.

Some beautiful content and recipes created. We are definitely inspired!