Breville YouTube Influencer Event + Blogger Outreach Campaign: National Product Launching
The world’s first Microwave that can really crisp and brown your food for added flavour and texture. The integrated crisper pan with an in-built preheat function works in conjunction with the microwave and grill to crisp and brown foods that normally become soggy from standard microwave reheating such as pies, quiches, pastries and pizza.
How do we successfully launch this product nationally in a crowded market place capitalising on the YouTube creators and Blogger Influencer communities around Australia? How do we tap into their existing and trusted engagement of their audiences? How do we get them to show case the product using their own voice to help demonstrate the benefits of the new technology?
We created a launch event in Sydney at the Pier one Hotel using one of the world’s biggest food influencers and around 10 blogger influencers to combine and create a unique multi-channel product launch.
After showing off what the product can do at the event and getting those that attended really excited, each of the influencers were given a new microwave so they could bring to life some of their own recipes. The idea was to create authentic and believable delicious recipes using the new microwave and then share it with their trusted community. And ask for comments, feedback where readers all had the chance to win a new microwave for themselves.
The results were amazing with a total of 1,087,509 impressions, likes, or actions of people talking about the product and sharing the brand in the social media and WebSphere, to help foot traffic, interest and sales overall at retailers around Australia.